A once-popular brand is leaving Disney World.
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The anticipated closure of the Volcom store at Disney Springs comes as part of a larger trend affecting various retail locations across the United States. Recently, Liberated Brands announced that it would cease all North American operations due to financial difficulties, signaling the end of nearly a decade of service from the Disney Springs location. Opened in 2016, the Volcom store has offered a unique selection of skateboarding and surfing apparel, becoming a favorite among visitors looking for stylish and functional gear.
The store’s presence contributed significantly to the eclectic mix of shops in Disney Springs, providing both tourists and locals with an exciting retail option that complemented the vibrant atmosphere of the area.
The decision to close the Volcom store is rooted in challenging corporate circumstances, including Liberated Brands’ recent Chapter 11 bankruptcy filing.
This major corporate shift confirms the company’s inability to sustain operations, a situation exacerbated by changing consumer spending patterns and the effects of the pandemic. With inflationary pressures and a global economic climate that remains unpredictable, many businesses, including those in the surf and skate segments, have struggled to maintain their footing.
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Disney Springs offers a dynamic blend of shopping, dining, and entertainment options, making it a favored stop for those exploring the Walt Disney World Resort. Within its Town Center, a diverse collection of retailers, including industry giants like Harley Davidson and LEGO, compete for visitors’ attention.
Besides retail therapy, guests can indulge in various recreational activities—bowling at Splitsville or catching a movie at the AMC theater are just a few of the enticing experiences on offer. Despite its ongoing success, Disney Springs has witnessed its share of closures, with brands such as ALEX and ANI and Sanuk already vacating the premises, further highlighting the retail challenges faced during these times.
As the two brands under Liberated Brands prepare for their exit from the American market, the landscape ahead for Volcom remains uncertain. The licensing agreement with Authentic Brands Group will conclude, leading to questions regarding the brand’s future in the U.S. retail space. Despite these challenges, there’s a silver lining—many dedicated employees have reportedly secured new opportunities with other retailers, suggesting that the talent within these brands is still in demand.
In terms of market outlook, the skate and surf apparel industry may face a significant transformation. While brands might retreat from traditional retail spaces, they might find new life in online platforms or smaller, niche retailers. This evolution could pivot the focus towards e-commerce strategies, allowing brands to adjust to changes in consumer preferences while still delivering their unique styles to a dedicated clientele.
