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BCBG to Close Stores, Restructure as Online Shift Takes Toll

  • Company plans to focus on e-commerce, in-store boutiques
  • Retailer founded by celebrity designer Max Azria has struggled
Designer Max Azria stepped down as head of BCBG last year.

Designer Max Azria stepped down as head of BCBG last year.

Photographer: Michael Nagle/Bloomberg
Updated on

BCBG Max Azria Group Inc., the glitzy fashion house founded by designer Max Azria, is looking to close stores and restructure as the company copes with a debt burden and a shift of many consumers online.

The chain plans to reduce its focus on brick-and-mortar shops, concentrating instead on licensing, e-commerce and selling through other retailers, according to Seth Lubove, a spokesman for BCBG at Sitrick & Co. The fashion brand has operated more than 570 boutiques worldwide, including more than 175 in the U.S.