Primp Boutique, the Minneapolis women’s fashion chain founded by Wesley Uthus and Michele Henry, shuttered its last four stores on December 23, ending 15 years of operation just before Christmas.
From a peak of nine locations in Minnesota and South Dakota, the retailer had been contracting since the pandemic, unable to recover amid sweeping changes in consumer habits and economic pressures.
Why Foot Traffic Vanished
The pandemic sped up a lasting move to online shopping that in-store retailers like Primp could not reverse. Even after restrictions lifted, foot traffic stayed below pre-2020 levels as shoppers favored convenience, fast delivery, and clear pricing over personal service.
Inflation further curbed spending on non-essentials, hitting small boutiques reliant on physical visits hardest. These shifts created an economic barrier too high for many to clear.
The K-Shaped Squeeze on Core Customers
Primp targeted middle-income women with stylish, affordable clothes under $100, but 2025’s economy hit this group squarely.
While affluent shoppers kept buying, many average households trimmed discretionary outlays. Vendors raised wholesale prices amid inflation, squeezing Primp’s slim margins. The brand’s strength—accessible fashion—turned into a weakness in a divided recovery where middle-market retailers suffered most.
Holiday Disappointment Seals the Fate
Small Business Saturday after Thanksgiving delivered weak sales, dashing hopes for a holiday rebound. Two days before Christmas, Primp announced the closures and a 50% off liquidation sale, which cleared nearly all inventory quickly.
The timing echoed the struggles of independents nationwide, with Uthus sharing the emotional weight through social media nods to retail nostalgia.
Widespread Retail Closures and Bankruptcies
Primp joined thousands of U.S. stores shuttered in 2025, especially in apparel and accessories. Large chains filed for bankruptcy alongside regional players, driven by falling traffic, higher costs, and e-commerce rivalry.
Retail filings hit multi-year peaks, fueled by inflation, steep borrowing rates, and shoppers picking ease over loyalty. Big players like Walmart, Target, and Amazon thrived via scale, offering curbside pickup, same-day delivery, and better supplier deals that small chains lacked.
Compounding Pressures and Lasting Impacts
Labor costs rose sharply, forcing small employers like Primp to cut staff while giants hired. Supply chain hikes passed on by vendors left boutiques absorbing losses, as pivoting to pricier stock risked alienating price-conscious fans.
Closures cost dozens of Minnesota and South Dakota jobs and erased community hubs where shoppers built ties beyond buying. These “third places” blended commerce with connection, now fading as fast fashion and online volume prioritize speed over curation or sustainability.
As independents dwindle, power shifts to giants and discounters, thinning local retail diversity. Shoppers face a future where personalized boutiques may vanish or charge premiums, urging earlier support to sustain them. Primp’s end underscores how scale and convenience dominate, hollowing out middle-tier businesses in America’s evolving economy.
Sources:
- Star Tribune, December 18, 2025Likely title: “Primp Boutique closes final stores, owner blames retail shifts and costs”
- TheStreet, December 2025Likely title: “Retail apocalypse continues: 15,000 store closures projected for 2025”
- Economic Times, 2025Likely title: “US retail closures surge: Clothing chains hit hardest in 2025”
- CNBC, 2024–2025Likely title: “Retail bankruptcies hit 15-year high with 51 filings in 2024”
- ADP Research, November 2025Likely title: “ADP National Employment Report: Small firms shed 119,000 jobs in November”