Clicks to bricks apparently not the formula for success
Fort Myers, Florida-based Chico's FAS Inc. is reportedly putting a halt to any new Boston Proper store openings amidst a disappointing entry into retail. The Boston Proper brand has been around for over 25 years but was originally a catalog company. Boston Proper eventually offered e-commerce sales and was purchased by Chico's FAS in 2011. In 2013 Chico's introduced the first Boston Proper retail boutiques in Town Center at Boca Raton and The Shops at Coconut Point in Estero, Florida.
Boston Proper entered the metro Atlanta market last year with a location on the first floor of Perimeter Mall in Dunwoody followed by a second location on the upper floor of Lenox Square in Buckhead.
A third location was planned for Avalon in Alpharetta, but it is no longer slated to open. The Avalon Boston Proper no longer opening marks the second retail stumble at the new complex. C. Wonder closed its store at Avalon in early January, about 90 days after opening it. In both cases, the Avalon was not necessarily to blame for the closures, but was left "holding the bag."
As of Chico's fourth quarter results for their fiscal year ended January 31st, 2015, Chico's operated 19 Boston Proper stores. Chico's also operates Chico's "frontline" stores and outlets, White House Black Market stores and outlets, and Soma Intimates stores and outlets in the US and Canada.
Given the recent developments, I would not be surprised to see all Boston Proper stores close within the next six to twelve months.