In light of “an accelerated rate of erosion” at “brick-and-mortar” stores, LifeWay Christian Resources President Thom Rainer has announced that some LifeWay stores will be closing. The number of stores to close and the timing of those closures has not been announced.
Rainer wrote in a Jan. 15 email to all LifeWay employees, “We prayed and hoped that our investments in and commitments to the LifeWay stores would prove fruitful. That just has not been the case. To the contrary, we not only continue to see an erosion in the brick-and-mortar channel, we have seen an accelerated rate of erosion in recent months. It was our hope that greater traffic would result in greater sales, and that with our expense reductions and product cost savings, we would be able to offset sales declines. That hope has not been realized with the declines we have seen since September.
“In simple terms, a strategic shift is required for moving more and more of our resources to a dynamic digital strategy,” Rainer wrote. “We will be transitioning many of those resources from our LifeWay stores to digital channels. The good news is that we will be better prepared to meet the future. The challenging news is that some of our stores will have to close.”
LifeWay operated 174 stores in 2017, according to the latest figures published in Southern Baptist Convention Annuals. In 2018, LifeWay launched a new vision for its stores, seeking to make them places where people could “connect, learn and grow,” Baptist Press reported in February 2018.
The last time LifeWay’s sales exceeded its total operating expenses was 2009, when LifeWay reported a $3 million increase in “unrestricted net assets from operations,” according to financial reports published in SBC Annuals. Since then, total operating expenses exceeded sales each year. The margin by which operating expenses exceeded sales grew from $2.3 million in 2010 to $35.5 million in 2017.
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Source: Baptist Press