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C. Wonder Execs Say Store Closing Reports Were 'Off-Base'

Photo: Brian Harkin
Photo: Brian Harkin

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According to a previous report, C.Wonder, Chris Burch's retail brand and the most cheerful form of revenge ever, will shutter a bunchᾺaka most—of its stores this month. But hold on to your monograms folks, because according to company insiders, the news is not completely true.

Talking to WWD, executives at Burch Creative Capital said that the rumors of closures are "off-base" and the company is simply re-thinking its priorities with a plan to unveil a fresh strategy in December. As they explained, it's not about closing stores, it's about "rationalizing [their] store fleet" and "focusing on [the] most profitable stores." In other words: consciously un-opening a bunch of them.
· C.Wonder is Closing Most of Its Stores This Month [Racked]
· Exclusive: C. Wonder, "Revenge Retail" By Tory Burch's Ex, Closing Most Stores [Buzzfeed News]