Torrid Revives Direct Mail and Expands Casting Calls as Q1 Sales Drop 7.6%

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6.8.2026

Quick Facts

Torrid’s Q1 2026 net sales fell 7.6% to $245.8 million despite new customer acquisition efforts
The retailer’s 2024 casting call program brought in 10,000 new customers and reactivated 14,000 existing ones
Torrid closed 20 stores in Q1, completing a right-sizing initiative that shuttered 171 locations total

Torrid turned to direct mail campaigns and mall-based casting calls to attract customers as the plus-size retailer reported declining sales in the first quarter of 2026.

The company posted net sales of $245.8 million in Q1, down 7.6% year-over-year. Comparable sales fell 1.7%, though CEO Lisa Harper noted that excluding paused footwear sales to avoid tariffs, comps rose 1.2%.

“These results reflect disciplined execution across our strategic initiatives, and importantly, signal progress in positioning us for comparable sales growth in the back half of the year and beyond,” Harper said.

The retailer relaunched direct mail campaigns earlier this year, marking a return to traditional marketing amid digital fatigue and privacy concerns. The initiative proved effective at acquiring and reactivating customers, according to company executives.

Torrid’s casting call program delivered stronger results in 2024. The nationwide model search attracted more than 11,000 applicants and brought in 10,000 new customers while reactivating 14,000 existing ones. Essence Sugar, a 29-year-old mechanical engineer from Jacksonville, Florida, won the grand prize.

The company plans to feature the casting call program in Times Square in August, followed by four mall-based events and 30 store-based casting parties. The program has evolved beyond model searches into a brand ambassador recruitment tool.

Torrid closed 20 stores in Q1, ending the quarter with 463 locations. The closures cap a right-sizing initiative that shuttered 171 stores total. CFO Paula Dempsey said the company expects to close seven to eight additional stores in Q2, after which the program will be substantially complete.

Management said customer retention remained strong through the store closures, with marketing efforts successfully redirecting customers to nearby stores and online channels. Harper noted that 95% of customers participate in the company’s loyalty program.

The retailer faces headwinds from rising GLP-1 medication adoption. Some 23% of U.S. households used GLP-1 drugs as of September 2024, up four percentage points from the prior year. Of those users, 80% anticipate needing new clothing due to size changes.

Gross margin contracted 280 basis points to 35.3% in Q1. Adjusted EBITDA reached $17.6 million, at the high end of guidance. E-commerce now accounts for over 60% of sales, outpacing brick-and-mortar stores.

William Blair analysts said Torrid remains “in the early stages of structural change,” which likely means continued volatility as the company reinvests store closure savings into growth initiatives with uncertain benefits.