Jewelry chain closes 53 stores after shutting down 2 brands

After closing dozens of stores and shutting down two brands, a major jewelry retailer is continuing to shrink its footprint, with dozens more locations expected to close in the coming months.

The latest closures are part of a broader turnaround as the company reshapes its store base, consolidates smaller brands, and shifts resources toward its strongest performers.

Founded in 1949, Signet Jewelers (SIG) is one of the largest diamond jewelry retailers worldwide, operating 2,534 stores across the U.S., UK, and Ireland under several brands, including Kay Jewelers, Zales, Jared, Banter by Piercing Pagoda, Diamonds Direct, Blue Nile, Peoples Jewellers, H.Samuel, and Ernest Jones.

Signet Jewelers closes 53 stores

Signet closed 53 stores between January 1, 2026, and August 1, 2026, with its latest earnings report showing a total of 2,534 locations.

The closures are part of a restructuring effort in which the company plans to shutter approximately 100 stores in fiscal 2027 while renovating its remaining fleet.

As part of its broader transformation, Signet also launched “Love All In” on September 8, 2026, a new brand platform that will refresh the store experience with new approaches to visual merchandising, navigation, and product education, as well as pilots in open selling, custom design, and interaction zones.

The company said the closures will focus on underperforming locations, particularly those outside its core brands or in declining retail environments.

Why Signet is closing stores

The closures follow a comprehensive review that Signet revealed during its fourth-quarter fiscal 2026 earnings call, aimed at restructuring its brand portfolio to focus on higher-growth opportunities.

In this review, the company identified opportunities to integrate smaller brands into its larger, more established banners. As a result, Signet prioritized its three core brands: Kay Jewelers, Zales, and Jared.

As part of its new strategy, Signet made James Allen a proprietary collection within Blue Nile and shut down its standalone website. The company also integrated Rocksbox into Kay Jewelers.

The move will allow the company to concentrate resources on top-performing brands, improve operational efficiency, expand customer reach, and drive more consistent comparable-sales growth.

“We believe the cash generation from these businesses as well as the potential tax cost of exiting these brands significantly outweighs any potential sale proceeds,” Signet Chief Operating & Financial Officer Joan Hilson said in the Q4 2026 earnings call.

The retailer also added that it will continue evaluating the long-term role of Banter.

Signet noted that all real estate decisions are guided by strict financial and operational criteria, including local market potential and mall performance. The company said it continues to “rationalize its store footprint” to improve productivity, reduce exposure to weaker malls, and enhance the in-store experience.

Signet’s business shows signs of improvement

During the second quarter of fiscal 2027, Signet reported:

• Net sales: Declined 0.5% year over year

• Same-store sales: Increased 2.2%

• North America same-store sales: Climbed 1.9%

• Adjusted Operating Income: Rose 25%

Signet said it delivered positive comparable sales across all fine jewelry brands, including high single-digit unit growth at higher price points.

The company also raised its full-year guidance for the second time, reflecting core performance and the economic benefits of a newly signed consumer credit agreement.

“Building on this momentum, we are accelerating our key brand initiatives, including merchandise refreshes, enhancements to both the online and in-store customer experience, and a more modern and emotionally engaging marketing approach,” Signet CEO J.K. Symancyk said in the company’s Q2 2027 earnings release statement.

“By leveraging the full strength of our diversified portfolio, we are entering the back half of the year well-positioned to deliver compelling value throughout the holiday season for customers across a broad range of income levels.”

Retail rivals close stores

Signet is not alone in reassessing its physical footprint. Several major retailers have closed stores or announced additional shutdowns as they adjust to changing consumer demand and shifting market conditions.

For many of these companies, the strategy is not simply about reducing store counts but reallocating investment toward stronger brands, markets, and locations.

Here’s some of my previous coverage of retail store closures:

• Tiffany & Co.: Closed several stores across domestic and international markets in late 2025 and 2026.

• The Foschini Group: Plans to close 180 additional stores over the next three financial years

• Kering: Closed 133 locations across its brands in 2025, with an additional 100 store shutdowns scheduled worldwide in 2026.

• Saks Global: Plans to close an additional nine stores following the shutdown of hundreds of locations and its Chapter 11 bankruptcy filing.

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This story was originally published by TheStreet on Sep 12, 2026, where it first appeared in the Retail section. Add TheStreet as a Preferred Source by clicking here.