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Source: The Wall Street Journal
Summary
Columbia Sportswear is reportedly planning to liquidate its North American retail business, affecting over 200 stores, if no other company takes over the operations.
Our Reading
The trend returns with a new name.
The outdoor brand’s struggles echo those of other retailers, with a familiar narrative of declining sales and a shift to online shopping. The company’s attempts to adapt, such as revamping its e-commerce platform, have not been enough to stem the tide. Columbia’s woes are a reminder that even successful brands can fall victim to the whims of consumer behavior. The look feels familiar.
