We shopped at Avenue the day after it announced it would close its remaining 222 stores and saw why the plus-size chain has been struggling

Bethany Biron/Business InsiderAvenue is closing all of its remaining stores.

Avenue is joining the ever-growing list of retailers that are closing their doors for good.

The plus-size women’s retailer announced on Wednesday that it will shutter its remaining 222 stores across 33 states. The demise of Avenue had been hinted at earlier this month, when The New York Post reported that owner Versa Capital would call it quits unless it found a buyer in 60 days. At the time, employees were notified in a staff meeting and told they would not receive severance if Avenue went under, according to the Post.


Read more:
Plus-size clothing chain Avenue is closing all 222 locations. Here’s the full list.

All items – including apparel, accessories, and footwear, as well as store fixtures – will be available for 30-50% off as the company begins the process of liquidating its inventory.

“Given the popularity of the brand and the seasonal trends, merchandise is sure to sell out quickly. We are encouraging consumers to shop early and take advantage of these offers,” Avenue wrote in a press release.

Avenue is facing the same uphill battle as many of its retail peers, which are trying to stay afloat amid waning sales and consumer demand shifting toward e-commerce and direct-to-consumer brands. Additionally, Avenue has faced increased competition from the rise of trendy plus-size competitors like Eloquii, as well as from mainstays like Torrid.

We visited the Avenue store at the Atlantic Terminal Mall in Brooklyn, New York – one of the few remaining locations in the greater New York City area – and saw why it’s struggling.


When we got to the Avenue store, there were already signs for the sale posted in the windows.

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The bright red and yellow signs were ubiquitous, and the sales associates heavily promoted the discounts as soon as we walked in.

Bethany Biron/Business Insider

The store was nearly empty at around 11 a.m. on a Thursday morning.

Bethany Biron/Business Insider

It was also brimming with seemingly untouched inventory.

Bethany Biron/Business Insider

Around the store, there were racks upon racks of clothing in unoriginal styles.

Bethany Biron/Business Insider

As we walked toward the back of the store, we saw tables piled with discounted accessories. Around the register we spotted several signs notifying shoppers that all sales would be final.

Bethany Biron/Business Insider

The store had a robust lingerie section, where everything was marked as 30% off.

Bethany Biron/Business Insider

Handbags and shoes were also going for 30% off.

Bethany Biron/Business Insider

Possibly the most unique item we found was this high-tech wallet with a built-in charger, but there was only one left.

Bethany Biron/Business Insider

There were charts like this one around the store, with a list of common prices along with their discounted rates.

Bethany Biron/Business Insider

The eye-grabbing sale signs came in many varieties, including this tag that was affixed to select items.

Bethany Biron/Business Insider

The sale will continue in the coming weeks as Avenue continues along in the liquidation process.

Bethany Biron/Business Insider

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