Signet Jewelers to Close 100 Stores, Phase Out James Allen in Brand Overhaul

Signet Jewelers reported flat fourth-quarter sales of $2.35 billion, with same-store sales down slightly. For the full year, revenue rose 2% to $6.81 billion, with modest same-store growth.

CEO J.K. Symancyk said the company performed at the high end of expectations despite challenges such as tariffs, rising gold prices, and cautious consumer spending. Sales improved throughout the quarter and remained strong through Valentine’s Day.

The company announced plans to close around 100 stores this fiscal year as part of efforts to optimize its roughly 2,600-location footprint. It will also shut down its online brand James Allen by Q2, integrating its technology into Blue Nile, which will be repositioned as a more premium brand focused on natural diamonds.

Signet is prioritizing its largest brands—Kay Jewelers, Zales, and Jared—with plans to enhance product assortments, strengthen marketing, and improve the omnichannel shopping experience. Website upgrades are expected to be completed before the holiday season.

The retailer is also streamlining its portfolio. Rocksbox will be integrated into Kay Jewelers, while other brands remain under review. Meanwhile, its U.K. and Canadian banners continue to perform well, with no plans for divestment.

Looking ahead, Signet expects moderate sales growth, supported by pricing strategies, reduced discounting, and increased use of lab-grown diamonds. The company aims to strengthen performance by focusing on brand differentiation and customer experience.