Eddie Bauer goes bankrupt, to close all stores after going all-in on wokeness

The retail company Eddie Bauer is expected to close all of its stores in North America as its parent company, Catalyst Brands, prepares to file for bankruptcy.

The filing is expected to result in the closure of Eddie Bauer's roughly 180 locations across the US and Canada. Catalyst Brands oversees a number of retail stores, including JCPenney, Lucky Brand, Aéropostale, Nautica, and Brooks Brothers. These brands will not, however, be affected by the potential bankruptcy filing.

The announcement of its closure has reignited conversation about its history of promoting diversity, equity, and inclusion initiatives. In 2020, the retailer launched All Outside, a DEI campaign aimed at increasing representation in outdoor hobbies.

“The concept of guiding has been a long-running one with our brand,” Eddie Bauer’s vice president of Marketing, Kristen Elliot, previously told Outside Online. “Over the years, we’ve talked about the definition of ‘guide.’ If Eddie Bauer can be the guide brand, then how many ways can we define who guides people toward outdoor experience? For this program, we looked for people who are actively breaking down barriers, people providing opportunities for underrepresented groups, and leaders who can have a deep relationship with our brand.”

In 2021, Eddie Bauer posted a page on its website aimed at giving tips on how to improve happiness by “building an inclusive community,” which encouraged customers to seek communities different than their own and be open-minded.

Anti-DEI activist Robby Starbuck, who regularly highlights examples of DEI initiatives within corporations, argued in a post on X that the bankruptcy was tied to the company's “woke” initiatives.

“Eddie Bauer went all in on wokeness and DEI under their former President Damien Huang. He even gave an interview to virtue signal that he reads Ibram Kendi. Just a few years later, now they’re broke and closing all their stores. Another brand killed by the rise of wokeness,” he said.