'This is devastating': Popular Canadian lingerie brand closing Vancouver store
A popular Canadian-based and women-led clothing brand for undergarments and lingerie, Understance, is closing its Vancouver store.
The brand announced the news on Instagram earlier this month, stating that Dec. 1 would be the last day for some of its Canadian brick-and-mortar stores, including the Vancouver location on Robson Street, and two other locations in Calgary and Toronto.
Understance also has a location in Metrotown that recently opened. The announcement and subsequent comments on the brand’s social media page indicate that the Burnaby location will remain open, for now.
According to the Nov. 6 announcement, the Robson Street store will be closing permanently, and limited inventory is left.
“But if you’ve been meaning to visit or want to try our products in person, we’d love to see you before we close. Bras and sleepwear start at $10 and undies at $5,” the store states.
Despite the brick-and-mortar stores closing, the Understance online store will remain open.
The Instagram post about the closure led to hundreds of comments, with many surprised by the announcement and wondering what went wrong.
One Instagram follower asked, “But why? You have the absolutely best products! Such good quality. You have many customers. Why is this not sustainable?”
“Damn, this is devastating,” another user said, adding, “Your company is the only company that made bras I was actually looking forward to wearing.”
They weren’t the only Understance follower to use the word devastating in the comments.
“I’m going to cry if you guys are gone permanently,” another person said.
While the brand is based in Vancouver, the parent company is based in China, which is also where the products are made.
As Daily Hive reported almost precisely four years ago, Understance has been a brand that has been active in giving back to the local community.
View this post on Instagram
“Thank you for helping shape these products in our fitting rooms, for supporting us, and for being part of our community.”
Understance has more updates on sale and stock on its Instagram page.
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