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BCBG cuts store count

American retailer BCBG is closing 120 stores.

California-based BCBG sells women’s dresses, apparel and accessories. The group is reducing its physical retail footprint after being negatively impacted by growth in online sales at its rivals.

The stores to be closed either are unprofitable or have untenable lease agreements.

BCBG is repositioning its brands and operations for the future with a focus on digital, e-commerce, selected retail locations, in-store boutiques and wholesale and licensing arrangements.

Glitzy fashion house BCBG was founded in 1989. The first boutique opened in 1992. The fashion brand has operated more than 570 boutiques worldwide, including more than 175 in the US. It has long been a favorite of red-carpet celebrities. Kate Winslet, Victoria Beckham and Alicia Keys have worn its fashions, which include cocktail dresses, handbags and other accessories. The name BCBG is short for the French expression bon chic, bon genre.

BCBG is just the latest retailer to announce plans to pare store counts in the face of increased competition from online sites. Kenneth Cole Productions, a fashion house and shoe company, announced plans in November to close almost all its shops. Macy’s recently announced plans to close 68 stores. Sears and J.C. Penney are also planning store closures.