Japanese clothing label Cecil McBee is shutting down all of its physical outlets in its home territory.

The brand has operated since the 80s, targeting a young fashionable market, but has struggled to remain relevant against Forever 21, H&M and other newer brands for more than a decade before the Covid-19 pandemic dealt a death blow.

Cecil McBee’s decision acknowledges that the brand could not survive another outbreak with a period of store shutdowns. It will, however, continue to trade online.

Cecil McBee’s 43 stores will close consecutively throughout Japan, with final closures to be made by February next year, according to reporting by Nikkei. Its fashionable Shibuya branch will shut down before this December.

Several sister brands under parent firm Japan Imagination will likewise be discontinued, resulting in the closures of 92 additional stores and the retiring of 570 staff.

The company’s other brands are Ank Rouge, Jamie ANK, Be Radiance, Fabulous Angela, Sophila, Agplus, Cachec and Rumour.s.