Outdoor Voices, a popular athletic apparel company known for its chic athleisure wear and Instagrammable aesthetics, is making a major shift in its business model. According to four employees at different stores, the company is closing all its physical retail locations on Sunday and transitioning to an exclusively online business.
In an internal Slack message reviewed by The New York Times, employees were informed that Outdoor Voices is embarking on a new chapter and products in stores will be discounted by 50 percent. The news came as a surprise to many employees, who were not offered severance packages.
Founded in 2014 by Ty Haney, Outdoor Voices quickly gained a following for its muted tones and trendy designs. The brand’s hashtag and mantra, #DoingThings, became popular on social media, attracting a loyal customer base. However, behind the facade of success, the company faced challenges, with a significant drop in valuation from $110 million in 2018 to $40 million in 2020.
The decision to close all physical stores marks a significant shift for Outdoor Voices, which once positioned itself as a lifestyle brand selling more than just athletic wear. The move reflects the changing landscape of retail and the increasing importance of online sales.
As the company navigates this transition, loyal customers and employees are left wondering about the future of the brand. With its stores set to close this weekend, Outdoor Voices is entering a new chapter in its journey as a leading athleisure brand.
