LifeWay closing all of its physical stores

Nashville-based Christian publishing company will focus on digital strategy

LifeWay Christian Resources will close all of its 170 brick-and-mortar stores this year as store traffic and sales lag, the organization announced Wednesday.

The Nashville-based Southern Baptist publishing company announced in January it would reduce its retail presence and cut staff, but it had planned to keep operating some stores, where it sells Bibles, books, Christian music and other faith-oriented products.

“While we had hoped to keep some stores open, current market projections show this is no longer a viable option,” acting CEO Brad Waggoner said in a statement.

“The decision to close our local stores is a difficult one.”

The company plans to shift to a digital strategy as consumers increasingly rely on online shopping, a challenge that retailers face nationally.

LifeWay resources – including online Bible studies and worship plans – will be offered at LifeWay.com, through the LifeWay Customer Service Center and its church partners.

“LifeWay is fortunate to have a robust publishing, events and church services business. Our retail strategy for the future will be a greater focus on digital channels, which are experiencing strong growth,” Waggoner said.

LifeWay said the digital focus has allowed it to expand its breadth, boosting interaction with consumers beyond its store customer base.