Millennials Don’t Like These Brands Anymore And They’re Struggling

By Serah Louis


Move over, baby boomers. The millennials have spoken, and these brands are out.

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Millennials now have more spending power than any generation in human history. The desires and spending habits of today's 20- and 30-somethings are altering how we interact with technology, how we bank, and how we shop.

In the process, some foods and other products appear headed for the graveyard of forgotten brands.

The millennials have spoken — and these brands you love may be gone before you know it.

26. Diet Pepsi

yonolatengo / Flickr
Diet Pepsi was super popular in the ‘90s

Diet Pepsi was super popular in the 1990s, but sales have fallen drastically in recent years.

While diet sodas first came onto the market in response to worries about sugary sodas, today there’s concern about the potential harms of ingesting artificial sweeteners and aspartame.

Instead of Diet Pepsi, millennials prefer healthier drinks like sparkling water.

25. Crocs

babbagecabbage / Flickr
Crocs may be seeing their final days

Crocs, the comfy foam footwear beloved by moms, campers and gardeners, may be seeing their final days.

What's gone wrong? First, the shoes are so durable they last forever and don't really need replacing. And, there's been some debate about whether wearing Crocs is bad for your feet.

Finally, Crocs’ simple design makes them easy to copy, meaning the market is flooded with cheaper knockoffs. The Crocs company has been closing scores of its retail stores.

24. Apple iPod

Roman Tiraspolsky / Shutterstock

Apple called the arrival of its iPod in 2001 "the unveiling of a breakthrough digital device." Though the portable music player was more expensive than others on the market at the time, it would become a sensation.

The company sold 100 million iPods by April 2007. In 2008, candidate Barack Obama revealed what music was on his iPod — and later, President Obama gave one to Queen Elizabeth as a gift.

But the iPod would be made obsolete by its younger brother, the iPhone, which can hold your music and do a gazillion other things. Apple has been winding down its iPod line and now makes just one model: the Touch.

23. Victoria's Secret

Sorbis / Shutterstock
People aren't filling up shopping bags at Victoria's Secret the way they used to.

Victoria's Secret — the lingerie brand known for its fashion shows and skimpy styles — is looking a little ragged these days.

Analysts say with its in-your-face sexuality, dark stores, glam image and reliance on skinny models, Victoria's Secret has lost relevance with today's consumers.

Sales have been declining steadily since 2016, and the company has responded by changing executives and closing stores. Plans have been announced to shut down 250 in 2020.

22. Campbell's Soup

Klaus Balzano / Flickr
Campbell's soup doesn’t appeal to health-conscious shoppers

Campbell's Soup is now more likely to appear on a graphic T-shirt than on the dinner table. U.S. consumers ages 18 to 34 are just no longer interested in the brand that once dominated the kitchen.

The processed ingredients and preservatives in canned soups don't appeal to health-conscious shoppers, so sales have been flat since 2012. Campbell’s is now focusing on its organic soups and broths, as well as its portable snacks — but even the organic stuff isn’t selling well.

And, look, if you're still having chicken noodle every day because your student loans are crushing your budget, you should know there's a better way out.

21. Budweiser

Thomas Hawk / Flickr
Budweiser is no longer the King of Beers

Budweiser is no longer the "King of Beers." In early 2018, the brand fell to No. 4 in domestic beer sales in the United States.

Customers are demanding new and more exciting alcoholic beverages, and the industry has been more than willing to provide them.

Craft beer production has exploded across the country to meet demand. Other competition for Budweiser includes hard seltzers, unique flavor blends and low-carb, low-sugar alcoholic drinks.

20. Kodak

kanonn / Flickr
Kodak declared bankruptcy in 2012

"Kodak moments" have moved to smartphones and Instagram — and the company once known for its cameras and film hasn't been able to bounce back since declaring bankruptcy in 2012.

Kodak used to be a cutting-edge company that employed around 145,000 people. Now, it's desperately dabbling in cryptocurrency.

It has introduced "Kodakcoin," described as a way for photographers to take control of managing the rights to their images. Although it's creative, this effort is probably too little too late.

19. Harley Davidson

motorclan / Flickr
Motorcycle ridership is expected to continue falling

Even Harley Davidson motorcycles are falling victim to the changing shopping and transportation habits of younger consumers.

With so many millennials choosing to use ride-hailing apps and public transportation over personal vehicles, Harley Davidson motorcycles could become a luxury item of the past.

Global asset management firm Alliance Bernstein predicts motorcycle ridership will continue to fall over the next five years.

18. Jell-O

Jennifer Wallace / Shutterstock

Jell-O may be iconic, but it's one of those products you're almost surprised to see in the supermarket. Really? They still make that?

It's associated with childhood, cafeteria food and the molded dessert rings that Grandma always had on her holiday buffet. Morningstar analyst Erin Lash tells Food Dive Jell-O has had trouble responding to current food trends of health, wellness and convenience.

Jell-O's owner, Kraft Heinz, is trying hard to win over younger consumers. It recently introduced Jell-O Play edible slime, described as a toy you can eat.

17. Gap

Sorbis / Shutterstock

A long time ago, a jingle invited consumers to "Fall into The Gap." But lately, shoppers have had more of a falling out with the clothing retailer.

The brand is so troubled that parent company Gap Inc. — which also owns the Banana Republic, Old Navy and Athleta chains — is considering closing hundreds of its namesake stores. (If you happen to work at any of these locations, it might be time to find a new job.)

Gap's image is "lackluster" and its clothes are "samey and boring," explains Neil Saunders, managing director at the research and consulting firm GlobalData Retail.

16. Chevrolet Volt

Vadim Rodnev / Shutterstock

General Motors has pulled the plug on its Chevrolet Volt electric car and its similar gas-powered Cruze small sedan. The company announced it would stop making them in March 2019, so their days on the road are numbered.

Sales of those passenger cars have been going downhill, because American consumers would much rather get behind the wheel of SUVs, pickup trucks and crossover vehicles. GM also killed off its Chevy Impala full-size car.

The Volt is powering down — but if you're still looking to make an environmental statement, try using eco-friendly Aspiration to manage your finances. Unlike a typical bank, it refuses to lend your money to companies that build oil
pipelines or cut down the rainforest.

15. Chef Boyardee

Keith Homan / Shutterstock

There really was a Chef Boyardee, though his family spelled it "Boiardi." He founded his company in Cleveland in 1928, and moms have been relying on its canned pastas for generations.

But Chef Boyardee has been falling out of favor in today's era of fresher, healthier foods. In 2014, the brand was blamed for lackluster earnings at its corporate parent, ConAgra Foods.

More recently, the company now known as Conagra Foods has been trying to update Chef Boyardee with higher-quality ingredients. The move has meant higher prices, too, but executives say the results are showing promise.

14. Twitter

Stock Catalog / Flickr
Noone wants to buy Twitter

Since Twitter was founded in 2006, other social media platforms like Snapchat and Instagram have been dipping into its user base.

Twitter put itself up for sale in 2016 — but prospective buyers declined to make a deal, likely due to slow sales growth and a decline in users.

Plus, the platform has been getting a lot of backlash for ongoing issues of abuse and harassment among users. At this point, it's not outrageous to think Twitter could go the way of Friendster or Vine someday soon.

13. Tiffany

minxlj / Flickr
Tiffany is losing its sparkle

If Tiffany’s extended sales slump is any indication, the nearly 200-year-old jewelry brand is facing an uphill battle. American millennials have simply lost interest in the company’s signature rings, bracelets and accessories.

Social changes aren’t helping Tiffany & Co. either, as some couples are now avoiding splurging on diamond engagement rings — or getting married at all — before they move in together and buy a home.

The brand hired Reed Krakoff, the designer responsible for the success of luxury brand Coach, as its chief artistic director to overhaul Tiffany designs to attract younger shoppers. But the company's stock has recently been down 20%.

12. Fiat

Fiatontheweb / Flickr

The Fiat brand is disappearing in the U.S.

Although it remains wildly popular in Italy, the Fiat brand is disappearing in the U.S.

Fiat's small cars have gained a reputation for being unreliable, and for giving a "choppy" ride. Sales have reportedly been declining month-over-month for years.

U.S. consumers are more interested in SUVs — and Fiat Chrysler has been retooling factories to build more of the light trucks and crossovers Americans want.

11. SlimFast

Clean Wal-Mart / Flickr

SlimFast, the maker of diet shakes and drink mixes, is no longer the heavyweight it once was.

The company was recently sold in a deal valued at $350 million — a far cry from the $2.4 billion that consumer products giant Unilever paid for the brand in 2000.

SlimFast has been attempting to boost sales by adding new products like cookies and protein bars, but consumers trying to lose weight are seeking out fresher foods that are lower in carbs.

10. Kenmore

Robert Stinnett / Flickr

Sears is going down the tubes, and the department store chain is taking its once highly regarded Kenmore appliance brand down with it.

Appliance makers used to put the Kenmore nameplate on some of their best products, but not anymore. As a result, the line is no longer competitive.

Kenmore has become "the equivalent of a flip phone in the smartphone era," Sean Maharaj, director in the retail practice at consulting firm AArete, told CNN. Sears has tried to sell off the brand, but without success.

9. Wheaties

Angie Moon / Flickr
Wheaties, the one-time breakfast of champions

"Eat your Wheaties," is a thing of the past: General Mills' classic breakfast of champions isn't selling like it used to.

Apparently, younger consumers are less likely to buy cereal because they find it too difficult to eat on the go.

Time-conscious millennials prefer faster options for the morning meal, such as breakfast burritos, egg sandwiches and smoothies.

8. Odwalla

Jun Sieta / Flickr

Swig down your smoothies while you can. Coca Cola announced plans in July to shut down its juice and smoothie brand Odwalla by the end of the month.

Although the brand was marketed toward health-conscious consumers eager for fresh fruit and vegetables, the beverages drew criticism for their high sugar content. Some bottles had as much sugar as a can of soda or a candy bar.

People are less keen to drink their calories now, and Odwalla wasn’t able to survive the shift.

7. Kraft Singles

Mike Mozart / Flickr

American cheese no longer holds the same plasticky appeal that it used to.

Yes, those lurid orange slices that melt gloriously in your grilled cheese sandwiches are increasingly being passed over in favor of “real” cheese, even if it’s less convenient.

Sales of processed “cheese food” are expected to decline rapidly in the coming years, though the market research firm Euromonitor International expects Kraft Singles to endure better than most.

6. Forever 21

Mike Mozart / Flickr

Fast fashion is no longer trending among millennials and Gen Z, who are becoming more mindful of their shopping habits.

Forever 21 filed for bankruptcy in 2019. A team of three buyers are hoping to preserve the U.S. stores that remain and expand the brand internationally, but a revival would take a big rethink.

The company lost relevance as its target demographic started paying more attention to sustainable business practices and buying more vintage clothes at thrift stores. That’s not to mention those tacky taco sweatshirts, which will forever haunt us all.

5. Kellogg’s cereals

Wallpaper Flare

While Eggo waffles are enjoying a resurgence thanks to Stranger Things, the rest of Kellogg’s breakfast lineup is waning. In February, the company lowered its expectations for 2020 as cereal sales continued to slide.

Americans are turning toward on-the-go foods for their commute to work or school and aren’t as thrilled by the super-sweet cereals of their childhood, like Corn Flakes and Froot Loops. Even “diet friendly” option Special K isn’t selling like it once did.

While Kellogg’s the company isn’t going anywhere — its snack sales have remained strong — a few members of the breakfast crew could vanish sooner than you think.

4. Applebee’s

Jason Burrows / Flickr

The Neighborhood Bar & Grill is fading out, and the pandemic can’t take all the blame.

Younger generations prefer fast-casual restaurants like Chipotle or ordering delivery over sit-down dining at chains. Applebee’s mainstream American dishes aren’t helping its cause either, when healthier and more creative options exist.

As a result, Applebee’s has closed more than 200 locations since 2016.

3. Claire’s

Mike Mozart / Flickr

Those cheap and colorful earring multipacks — we will never forget the spiky neon ball studs — have apparently lost their charm for younger folks today.

Claire’s filed for bankruptcy in 2018, blaming its slow earnings on reduced foot traffic in malls.

The teen jewelry brand's free piercing service is unique but doesn’t translate online, and the buy-one-get-one sales and sparkly hair accessories aren’t enough to tempt shoppers to return.

2. H&M

Mike Mozart / Flickr

While this brand is faring better than competitor Forever 21, H&M isn’t immune to the downfall of fast fashion.

The company was shuttering its stores even before the pandemic began and is struggling to get rid of billions in unsold inventory clogging its shelves.

All of that mess and surprisingly high prices have made it even more difficult to compete with more sustainable brands.

1. Ann Taylor and her sister stores

Phillip Pesar / Flickr

Multiple news outlets report that Ascena, parent company of familiar women’s brands such as Ann Taylor and Loft, is near bankruptcy and may end up closing around a third of its stores.

Bloomberg says the retailer might even jettison the tween brand Justice and plus-size staple Catherines.

Ascena already sold off Maurices and pulled the plug on Dressbarn in 2019, so we wouldn’t be surprised if more of its stores followed.

These brands aren't the only ones slipping away. These 40 chains are shutting down the most U.S. stores this year, counting down to the retailer turning out the lights at the largest number of locations.

Bloomberg says the retailer might even jettison the tween brand Justice and plus-size staple Catherines.

Ascena already sold off Maurices and pulled the plug on Dressbarn in 2019, so we wouldn’t be surprised if more of its stores followed.

These brands aren't the only ones slipping away. These 40 chains are shutting down the most U.S. stores this year, counting down to the retailer turning out the lights at the largest number of locations.

40. Nordstrom

Jonathan Weiss / Shutterstock
Nordstorm is shutting down a few of its department stores.

Stores closing in 2019: 4

Nordstom — the upscale retailer with a reputation for superstar customer service — has been battling for business as shoppers embrace cheap fashion chains and e-commerce sites.

The company has been pouring money into its Nordstrom Rack discount stores and making room for online order pickup areas in its department stores. But those efforts haven't been enough.

With its profits falling, Nordstrom has closed three stores so far this year and says a fourth will be gone by August. That one, in a suburban Seattle mall, has been in business nearly 60 years.

39. Macy's

Jonathan Weiss / Shutterstock
Macy's is making strategic store closings.

Stores closing in 2019: 4

At Macy's, it's practically a tradition that an announcement of store closings comes as soon as the holiday season ends. But this time, Macy's got an early jump on things.

The company revealed in November that a department store in suburban New York would close in early 2019. Later, a few more shut down. Chief Financial Officer Paula Price told analysts during a conference call that a total of four stores had closed by mid-May.

Analyst Neil Sauders with Global Data Retail says Macy's needs to keep losing locations "where the return on investment is not viable."

38. Target

Andypiper / Flickr
Even Target is closing stores.

Stores closing in 2019: 6

Even popular and trendy Target finds itself with money-losing stores that it wants to shake loose.

The company said it would close a half-dozen by February, in what has become an annual event. The chain shuttered 13 in February 2018, and a dozen a year earlier.

But don't worry, Target fans — you'll still have plenty of places to use your REDcard credit card. The discount retailer was planning to open roughly 20 new locations this year, primarily smaller stores.

37. Kohl's

QualityHD / Shutterstock
Kohl's experienced a few hiccups this holiday season.

Store Closing in 2019: 8

Kohl's has been in better shape than those department stores you find at the big enclosed malls. Experts say shoppers think Kohl's stores in strip shopping centers are less of hassle than going to the mall.

Even so, the 2018 holiday shopping at Kohl's wasn't quite as good as expected, leading the company to shut down four money-losing stores early this year.

The company has since announced that it's shutting down all four of its Off/Aisle discount stores.

36. Lord & Taylor

Photo Kit / Shutterstock
Lord & Taylor's New York store is closing. Its colorful displays will be missed.

Stores closing in 2019: 9

America's oldest department store company (dating back to 1826) closed its iconic flagship store on New York's Fifth Ave. before the end of 2018, and Lord & Taylor plans to put several more of its department stores out of business this year.

The New York store had stood for more than a century and was the first to put animated displays in its store windows at Christmas time. The chain's other locations are mostly found in malls.

Meanwhile, L&T is hoping its survival will come via a unique new partnership with Walmart: A Lord & Taylor site within Walmart's website will feature over 125 upscale brands.

35. Topshop

Tupungato / Shutterstock
Topshop is closing all of its U.S. stores.

Stores closing in 2019: 11

The British fast-fashion chain Topshop got a star-studded welcome when it invaded America in 2009, with celebrities including rapper Jay-Z and supermodel Kate Moss celebrating the opening of the first U.S. store in New York.

Now, after just 10 years, Topshop is already making an exit. It plans to wind down all 11 of its Topshop and Topman stores in the U.S., in cities that also include Chicago, Los Angeles, Houston, Miami and San Diego.

The chain's parent company has filed for bankruptcy, blaming "challenging retail headwinds, changing consumer habits and ever-increasing online competition."

34. Walmart

fotomak / Shutterstock

Stores closing in 2019: 17

None other than retail giant Walmart is scaling back in 2019. As the company shuts down locations here and there, hundreds of laid-off employees are hanging up their vests.

Walmart has avoided making any formal announcements about closings. To arrive at the total, you have to add numbers from industry reports and individual local media accounts.

The 17 include: 10 of Walmart's Neighborhood Market grocery stores; full-size discount stores in Louisiana, New Hampshire, Tennessee, Texas and Virginia; and smaller "Walmart on Campus" locations at Arizona State University and Virginia Commonwealth University.

33. J. Crew

JHVEPhoto / Shutterstock
J. Crew has been quietly closing more stores.

Stores closing in 2019: 20

Many malls are dying off, which is a serious problem for chains that rely on them — like fading J. Crew.

After quietly ending the run of a handful of U.S. locations early in the year, executives told analysts during a late May conference call that the plan for 2019 is to shut down a total of 20 J. Crews, including outlet stores.

Recent closings have included "Liquor Store," a man cave-ish men's store that the company operated for more than 10 years in New York's lower Manhattan.

32. Southeastern Grocers

Felix Mizioznikov / Shutterstock
Winn-Dixie owner Southeastern Grocers is closing more stores a year after the company emerged from bankruptcy.

Stores closing in 2019: 22

You may not know the Southeastern Grocers name, though if you live in the Southern U.S. you've seen the company's supermarkets.

Winn-Dixie, Bi-Lo and Harveys are institutions across the region, but grocery shoppers have been gravitating away to big-box stores such as Walmart and Costco — and to Amazon.

Southeastern Grocers is shutting down about two-dozen stores, less than a year after the company went through a bankruptcy and closed nearly 100 of its locations.

31. J.C. Penney

Chris Allan / Shutterstock
JC Penney is in trouble -- and is closing stores.

Stores closing in 2019: 27

J.C. Penney has many things in common with Sears: Both were founded around the beginning of the 20th century, both are fixtures in U.S. shopping malls, both used to have major catalog businesses.

And now Penney is fighting for its life, just like Sears.

Right after a bad holiday sales season, Penney's stock dropped below $1 for the first time ever. More recently, the company said it would close 18 department stores in 2019 and nine of its separate furniture stores.

30. Christopher & Banks

Mike Mozart / Flickr
Christopher & Banks plans to close as many as 40 stores.

Stores closing in 2019: The first of up to 40

A lot of things haven't been going right for the women's clothing retailer Christopher & Banks, which has decided to close between 30 and 40 of its more than 450 stores over the next two and a half years.

Executives say the company wound up with more 2018 spring and summer clothing than it could sell. Then, shipping delays made it tough to put new merchandise on the racks.

C&B reported a nearly $9 million loss from its late summer quarter and said sales were down 7.5% at its established stores. But the CEO tells analysts that the chain is making progress.

29. Abercrombie & Fitch

Northfoto / Shutterstock
Abercrombie has lost its sizzle.

Stores closing in 2019: Up to 40

With America's malls in trouble, Abercrombie — known for its ripped jeans and shredded models — has seen its business go from smokin' hot to ice cold in recent years.

The fashion retailer for teens and young adults is hoping to make a comeback by downsizing, and in more ways than one.

Executives have announced that as many as 40 Abercrombie stores will go out of business this year, including some of large-scale flagship stores. New stores will be smallish, and existing locations will shrink in size.

28. Francesca's

Helen89 / Shutterstock
Francesca's is closing 30 to 40 of its women's clothing stores.

Stores closing in 2019: Up to 40

Francesca's is a women's clothing and accessories chain that's having trouble getting shoppers in the door. "Foot traffic" into the stores is down, and so are sales.

CEO Steve Lawrence has promised analysts more excitement(!) to pull people in, including "more disruptive window displays and visual effects." But the company has stopped remodeling its stores, and is closing 30 to 40 of them in 2019.

Francesca's wants to do more business online, but its e-commerce sales have been relatively modest so far.

27. Bed Bath & Beyond

dennizn / Shutterstock
Bed Bath & Beyond is closing 40 stores, maybe more.

Stores closing in 2019: 40

Some Bed Bath & Beyond shoppers will have fewer places to use the chain's ubiquitous coupons to buy bedding, kitchen gadgets and the latest as-seen-on-TV products that no household should be without.

The popular home furnishings retailer plans to shut down 40 of its stores in 2019 — and executives say the number may grow if landlords are unwilling to offer the company better leases.

But BB&B also intends to open around 15 new stores this year. There are nearly 1,000 Bed Bath & Beyond locations in all 50 states, plus the District of Columbia, Puerto Rico and Canada.

26. Z Gallerie

designs by Jack / Shutterstock
Z Gallerie filed for bankruptcy and is closing stores.

Stores closing in 2019: 44

The upscale furniture store Z Gallerie is one of several retailers to file for bankruptcy in 2019, though the chain is hoping to stay in business now that it has a new owner.

But in March, the retailer announced it was closing 17 stores, and it recently decided to shutter 27 more. That leaves just 34 to carry on. In the bankruptcy filing, Z Gallerie said it bungled with e-commerce, an expansion and a pricey distribution center, Bloomberg reported.

Here's a tip for saving even more when you hit a furniture liquidation sale: Use a cash-back credit card that offers bonus rewards for furniture purchases.

25. The Children's Place

JHVEPhoto / Shutterstock
The Children's Place wants to close 300 stores by 2020.

Stores closing in 2019: Up to 45

If you're used to taking your kids to The Children's Place to get them clothes for back-to-school, be warned that your store might be gone by the next school-shopping season.

For the past few years the retailer has been working toward a goal of closing 300 stores by 2020. Executives told Wall Street analysts in early March that 40 to 45 locations would be shuttered in 2019, and another 45 would close next year.

The Children's Place has been trying to get its arithmetic right. It's trimming its store count and giving its website more attention to boost its profits.

24. Party City

BobNoah / Shutterstock
The party's over at 45 Party City locations.

Stores closing in 2019: 45

The tough climate for retailers can be a real party pooper.

Party City has announced it's closing about 45 of its roughly 870 party supply stores. That's far more than the 10 to 15 locations that shut down in a typical year, but the company says it needs to scale back so it can keep the party going at its most profitable locations.

The company's financial results have been drooping a little bit because of a shortage of helium for its balloons. A deal signed with a new helium source should help lift the bottom line.

23. CVS

Jonathan Weiss / Shutterstock
CVS closed stores, including the largest in the world

Stores closing in 2019: 46

Pharmacy giant CVS Health caught the store-closing bug and shut down nearly 50 of its locations in April.

The company says the stores, in 16 states spread across the U.S., were "underperforming." They represented just a teensy percentage of the roughly 9,600 CVS drugstores nationwide.

The cuts included the world's largest CVS, a 64,000-square-foot monster of a store in Springfield, Missouri. The typical CVS is under 13,000 square feet.

22. Kmart

Jonathan Weiss / Shutterstock
Nearly 50 more Kmarts are closing

Stores closing in 2019: 48

Target, Kmart and Walmart opened their first stores in the same year (1962) and were once known as the "big three" discount retailers. But soon, there might be only two left standing.

Kmart appears to be spiraling toward its death. The chain's troubled parent company Sears Holdings closed more than 150 Kmart stores in 2018, and it plans to shut down nearly 50 more in 2019.

Back in 2000, Kmart was everywhere — some 2,200 stores dotted the U.S. and its territories. As of August, just 360 remained.

21. Lowe's

Jonathan Weiss / Shutterstock

Stores closing in 2019: 51

Home improvement retailer Lowe's is taking a hacksaw to part of its business. It planned to cut 20 stores in the U.S. and 31 in Canada by February.

Lowe's will still have more than 2,000 locations between the two countries. CEO Marvin Ellison said in a statement that the downsizing is just part of "building a stronger business."

The company says most of the closings involve Lowe's stores that are operating within 10 miles of another location.

20. Victoria's Secret

Sorbis / Shutterstock

Stores closing in 2019: 53

It's Victoria's Not-So-Secret: Consumers no longer get all steamed up over the lingerie brand, so it has gone from hot to ice cold.

The chain has failed to keep up changing tastes. Analysts say that instead of the skimpy styles at Victoria's Secret, women are more interested in underwear that's comfortable and made for all body types.

The retailer plans to close more than 50 of its stores. According to Bloomberg, that's more than three times the number that shut down in a more typical year.

19. Office Depot

Kit Leong / Shutterstock

Stores closing in 2019: 59

These days, Pam from The Office might very well go on Amazon to order Post-its, toner and other very important stuff for Dunder Mifflin, instead of heading off to the nearest office supply store in Scranton.

And that's no joke for Office Depot. As it fights for customers and for its survival, the company has been forced to keep closing money-losing stores.

In a May filing with federal regulators, the retailer said it's shuttering about 60 of its Office Depot and OfficeMax stores this year, in the final wave of a three-year plan to close about 300 locations.

18. Destination Maternity

Thomson200 / Wikimedia Commons
Destination Maternity is expecting to close 280 stores over four years.

Stores closing in 2019: Up to 67

No surprise here: Many expectant moms would rather shop from the comfort of home than trudge to the mall.

So, Destination Maternity — which also operates Motherhood Maternity and A Pea in the Pod stores — has been struggling to compete against online retailers.

The company has announced it's closing up to 280 stores over the next four years, including as many as 67 during its 2019 fiscal year, which starts in July. The retailer wants to sell more of its maternity clothes online.

17. Sears

Autumn Sky Photography / Shutterstock
Sears keeps shrinking by closing more stores.

Stores closing in 2019: 72

Things have been looking grim for Sears, which closed a slew of its stores in 2018 and filed for bankruptcy.

It has followed up with news that more than 70 additional department stores will be out of business in 2019, including the Sears at Minnesota's Mall of America, the largest shopping center in the U.S.

Sears has been sinking fast, but ESL Investments — a hedge fund led by the retailer's former CEO, Edward Lampert — bought the company in February in hopes of saving the last 425 Sears and Kmart stores.

16. Performance Bicycle

Tom Woodward / Flickr
Performance Bicycle has gone out of business.

Stores closing in 2019: 102

The operator of Performance Bicycle shops in 20 states from coast to coast held liquidation sales at all of its more than 100 stores.

Parent company Advanced Sports Enterprises filed for bankruptcy protection in mid-November and then hit the brakes on the Performance chain, which started as a bike catalog business in 1981.

Executives said the company was wallowing in debt and grappling with higher costs due to tariffs imposed as part of the ongoing trade war.

15. Pier 1 Imports

Jonathan Weiss / Shutterstock

Stores closing in 2019: Up to 145

Pier 1 is in trouble as deep as those quirky, bowl-shaped papasan chairs the home furnishings retailer is known for.

The chain says it closed out 2018 with a dismal holiday shopping season that saw sales drop 13.7% from a year earlier. Retail Dive has identified Pier 1 as one of a dozen retailers that could be on their way to bankruptcy in 2019.

Pier 1 is trying to keep its ship afloat by closing at least 45 stores, and maybe 100 more. The final number depends on whether landlords will be willing to cut the company some slack.

14. Signet Jewelers

Ken Wolter / Shutterstock
Signet is the parent company of Jared: The Galleria of Jewelry and several other jewelry chains.

Stores closing in 2019: 150

Signet is the world's largest jewelry retailer, the giant company behind many of the major chains that sell the sparkly stuff, including Kay Jewelers, Jared The Galleria of Jewelry and Zales.

The company had a not-so-great 2018 holiday sales season and says it's closing 150 stores as part of a three-year plan to lose 13% of its more than 3,500 locations around the globe.

Signet is most eager to pull out of dying malls. It says it's shifting to more "off-mall" locations.

13. Starbucks

ChameleonsEye / Shutterstock
Starbucks is shutting down scores of stores.

Stores closing in 2019: 150

Starbucks coffee shops are all over creation — sometimes you even find three on the same corner. So you might assume that all Starbucks knows how to do is grow and open new stores.

Nope, they do close them occasionally. And, the number expected to go out of business in 2019 is three times the roughly 50 that Starbucks usually shuts down each year.

The company says it will weed out weaker stores in saturated markets while it opens new ones in spots that don't have as many Starbucks shops. (Apparently, those places still exist!)

12. LifeWay Christian Stores

Lori Martin / Shutterstock

Stores closing in 2019: 170

Even a chain of religious stores doesn't have a prayer in the current retail environment.

LifeWay Christian Stores has announced that it's shutting down its entire chain of religious bookstores across 30 states, from Pennsylvania to California.

The company says sales and foot traffic have been declining at its brick-and-mortar locations. Lifeway says it reaches five times more people online, so now it will shift even more resources into its digital business.

11. Things Remembered

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Stores closing in 2019: More than 200

Things Remembered is a store where you can get practically anything engraved, embroidered and personalized: jewelry, key chains, bathrobes, oven mitts, door knockers, hip flasks, piggy banks, paperweights, and so on and so on.

But consumers haven't been giving Things Remembered much thought, it seems. The retailer filed for Chapter 11 bankruptcy protection in early February.

The chain is closing more than half its roughly 400 stores, Reuters reports. It's selling others, along with its online and mail-order business, to Enesco, a maker of Disney figurines and other collectibles.

10. Gap

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Shoppers have fallen out of the Gap.

Stores closing in 2019: The first of up to 230

At one time, the Gap was the coolest store at the mall, the place where you'd stock up on T-shirts, khakis, sweats and jeans that just looked so right.

But that was a long time ago. Nowadays, younger shoppers wouldn't think of falling into the Gap but instead find trendier and more affordable clothing at Target or "fast-fashion" chains such as H&M.

So, Gap plans to close around 230 stores over two years. But don't feel too badly for parent company Gap Inc., because its Old Navy chain is doing so well that it's being spun off as a separate business.

9. Chico's

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Chico's wants to shut down at least 250 stores over four years.

Stores closing in 2019: The first of at least 250

Chico's can't beat Amazon, so the women's clothing seller has joined them: It's now selling its stuff on the online superstore, and on QVC, too.

Meantime, Chico's says it will close at least 250 of U.S. stores over the next three years, though mostly after 2019. Executives say they want the retailer to have more of a digital presence, less of an old-fashioned physical one.

The closings will include not only Chico's locations but also some of the company's White House Black Market and Soma stores.

8. Charming Charlie

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Stores closing in 2019: 261

The charm has apparently worn off for this seller of colorful handbags, fashionable sunglasses, flashy jewelry and other women's accessories and clothing.

Charming Charlie has filed for bankruptcy for the second time since December 2017, and this time it's (he's?) not coming back. The retailer plans to close all of stores in 38 states by the end of August and go out of business.

In the new bankruptcy filing, the company says its costs — including "onerous leases" on its stores — just became too much to handle.

7. Fred's

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Stores closing in 2019: 312

Fred's is on the fritz.

The ailing discount chain has been announcing waves of store closings in 2019 that altogether will eliminate more than half the roughly 560 locations that Fred's had throughout the Southeast and Midwest at the start of the year.

Fred's had hoped to become a giant in the pharmacy business. When Walgreens and Rite Aid were trying to combine last year, Fred's offered to buy hundreds of stores that might have been left out of the deal. But the Walgreens-Rite Aid merger never happened.

6. Shopko

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Shopko is closing about two-thirds of its locations.

Stores closing in 2019: 363

A steady drip of store closings from the regional discount chain Shopko turned into a flood following the company's bankruptcy filing in January. Eventually, the retailer decided to shut down all of its stores by mid-June.

That was after executives tried but failed to find someone to buy the company and keep as many as 120 stores open.

Shopko made its name by going into smaller markets in the Midwest, the West and the Pacific Northwest that other chains ignored. The problem is that Amazon is now in all of those places.

5. Family Dollar

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Close to 400 Family Dollar stores may close in 2019.

Stores closing in 2019: 390

Dollar stores had been bucking (pun intended) some of the trends squeezing other retailers, but now they're having difficulty, too.

As a result, up to 390 Family Dollar locations will shut down this year, and another 200 will be turned into Dollar Tree stores. Dollar Tree bought Family Dollar in 2015.

In a news release announcing the closings, Dollar Tree CEO Gary Philbin mentioned tariffs on imported goods as one of the challenges facing the company.

4. Charlotte Russe

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Women's clothing retailer Charlotte Russe is shutting down close to 100 stores.

Stores closing in 2019: 512

Charlotte Russe — a women's clothing chain that has been around since the mid-1970s — filed for bankruptcy in February and initially said it would close about one-fifth of its more than 500 locations.

But the retailer's website later announced that all stores would be shutting down.

Charlotte Russe borrowed its name from a French dessert, and apparently shoppers decided they'd rather not have another slice. The bankruptcy filing said the chain's sales had suffered a "dramatic decrease."

3. Dressbarn

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The entire Dressbarn chain is going out of business.

Stores closing in 2019: 650

After almost 60 years in business, women's clothing retailer Dressbarn is hanging it up.

Parent company Ascena Retail Group has decided to put the entire chain out of business and focus on its more profitable stores for women and girls. Ascena's other brands include Ann Taylor, Loft and Justice.

You see them in practically every mall and strip shopping center — but many of the customers are at home, shopping online. So, Ascena has been doing some Marie Kondo-style tidying in its closet. Earlier this year, it sold its Maurices chain.

2. Gymboree

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Kids clothing retailer Gymboree has been getting beaten up.

Stores closing in 2019: 800

Gymboree was playing a game of retail dodgeball — and lost.

This chain that sells clothing for kids and babies is going out of business. Gymboree came out of bankruptcy in 2017, but in January it filed all over again and said it would shut down all of its roughly 800 Gymboree and Crazy 8 stores.

The company was no match for competitors including Amazon, Walmart, Target and The Children's Place — which has been closing stores of its own, but has come out stronger.

1. Payless ShoeSource

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Payless is going out of business.

Stores closing in 2019: 2,100

For generations, Payless was America's go-to for cheap footwear. In the very early days of the company, it advertised with the exuberant jingle, "Man alive! Two for five!" — meaning you could get two pairs of shoes for just $5.

But even Payless has had trouble competing against the deep discounts online and at stores like T.J. Maxx. So, the chain says it's closing its last 2,100 stores in the U.S. and Puerto Rico and is going out of business.

Payless had filed for bankruptcy protection in 2017. At the time, the chain was all over the map: It had more than 4,400 locations in over 30 countries.

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