CHILDREN’S clothing brand Periwinkle is the latest casualty of the pandemic with the 14-year-old company closing its boutiques permanently although it will continue to sell in select department stores and its online store for now.

“The COVID-19 pandemic has affected every person beyond what anyone could have ever imagined…[while] we are a hundred percent in support of the [health and safety] precautions as safety and security of our customers’ families should always come first… the same measures have also led to circumstances that no longer allow our boutique operations to be sustainable in the foreseeable future, and is something that we, unfortunately, have to face and accept,” the company said in a statement posted on its website and Facebook page on Sept. 28.

Known for hand-smocked dresses and special occasion attire, the upscale children’s clothing brand announced that all its standalone boutiques will be closed although it will still continue to offer its clothes in select Rustans and SM Department stores “until further notice,” as it moves more of its operations online via the website

Periwinkle has boutiques in Shangri-La Plaza Mall, TriNoma, Marquee Mall, Alabang Town Center, Eastwood Mall, SM Mall of Asia, SM Megamall, SM North (The Block), SM City Clark, SM City Pampanga, SM City Lipa, Robinsons Manila (Midtown), Robinsons Galleria (East Wing), Harbor Point, Robinsons Magnolia, SM Aura, and Ayala Fairview Terraces.

“Our heartfelt thanks to all of you for your unending encouragement and support throughout the years. It breaks our hearts to close our stores, but the memories shall live on and keep us inspired as we move on towards whatever the future brings,” the company said.

“Let us pray for better days to come. For now, we hope to see you, online!” it added. — ZBC