Outdoor Voices To Close All Stores This Week

Outdoor Voices, an athletic apparel company, is closing all its stores on Sunday, The New York Times reported this week, citing four employees at four different stores. From the report: In an internal Slack message reviewed by The New York Times, some employees were notified on Wednesday that 'Outdoor Voices is embarking on a new chapter as we transition to an exclusively online business.' Products in stores are going to be discounted 50 percent, according to the Slack message. The news came as a surprise, two of the employees said, adding that they were not offered severance.

Outdoor Voices, which lists 16 retail locations on its website, did not immediately respond to a request for comment. Founded in 2014 by Ty Haney, the brand became popular for its muted tones and highly Instagrammable aesthetics. Think matching crop tops and leggings in pale shades of earthy tones. Its hashtag and company mantra, #DoingThings, became popular on social media, where brand loyalists would regularly share images of themselves participating in athletic activities like running or hiking or spinning. The company often hosted events, like group exercise classes, and even built an editorial platform called The Recreationalist. Many Outdoor Voices customers weren't just shoppers; they were devotees. The company was a chic athleisure brand perfectly positioned to attract millennials, but it was also selling a lifestyle. A lifestyle that helped the brand raise millions in funding.

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