Godiva Closing Its Chocolate Stores, Including Braintree Shop

BRAINTREE, MA — Chocolatier Godiva became the latest victim of the pandemic, announcing plans to close its 128 North American stores, including its store at the South Shore Plaza in Braintree.

The Braintree chocolate store is one of five stores closing in Massachusetts. Also closing are stores in Boston's Prudential Center, the Burlington Mall, the Natick Mall and the Wrentham Outlets.

The international chocolatier announced the move Sunday less than two years after initiating a major push to open 2,000 cafes worldwide, Business Insider reported. However, the pandemic stymied those plans as customers shifted their dining habits to take-out and their shopping online.

Godiva will keep its brick-and-mortar locations open through Valentine's Day, the busiest time of the year for Godiva sales.

"Of course, this decision was difficult because of the care we have for our dedicated and hard-working chocolatiers who will be impacted," the company's CEO Nurtac Afridi said in a written statement. "We have always been focused on what our consumers need and how they want to experience our brand, which is why we have made this decision."

Godiva fans will still be able to buy the chocolate at the company's website and with retail partners, a company spokesperson said.

The company did not say how many employees will be affected by the closures.

Story contributions by Paige Austin, with additional reporting by Michael Woyton.