UK high street fashion chain Quiz has announced it will close nearly a third of its standalone stores after entering insolvency.

A deal to rescue the struggling retailer, known for its partywear, will see 23 out of 65 stores permanently shut down. The brand’s decline is part of a broader trend of retailers downsizing due to increasing online competition, high rents, and consumers tightening their budgets amid the cost-of-living crisis.

While past closures of major high street names like Topshop, Woolworths, and Debenhams have sparked outpourings of nostalgia and disappointment, Quiz’s announcement has been met with a different reaction—confusion.

‘I’ve never heard of Quiz’

Despite the brand’s presence on UK high streets since 1993, many social media users reacted with surprise, claiming they had never even heard of it.

On Reddit, one user commented:
"I’ve literally never heard of Quiz, and I’ve lived and worked all over the UK. Clearly not a big loss, except for those losing their jobs."

Another echoed the sentiment, writing:
"Who are they? What do they even sell? Or in this case, don’t."

Even those familiar with the retailer expressed little sorrow over its downfall. Many criticized the brand for being outdated, describing its styles as stuck in the early 2000s.

On Facebook, one user wrote:
"Nobody has shopped there since 2002."

Another added:
"Their designs felt very ’00s. The quality went downhill too."

Some also complained about high prices for low-quality clothing, saying the garments appeared cheaper than their price tags suggested.

A small but loyal customer base

However, a handful of shoppers did express disappointment at the closures, with some saying they were “gutted” by the news.

Despite the restructuring, 42 Quiz stores will remain open, now under the ownership of Orien, a subsidiary company run by the founding Quiz family.

However, the closure of 23 stores will result in 200 job losses, while around 530 staff will remain employed at the surviving locations.

Struggles of the High Street

Quiz’s troubles are part of a broader pattern of high street retailers struggling in a post-pandemic landscape. As consumer preferences have shifted towards more casual fashion, many brands specializing in occasion wear have struggled to stay relevant.

Sheraz Ramzan, Quiz’s Chief Commercial Officer, said the company brought in insolvency practitioners Teneo due to “challenging trading conditions” affecting the brand’s performance.

Meanwhile, New Look has also announced the closure of its 26 stores in the Republic of Ireland, leading to 347 job losses.

As high street fashion continues to battle economic pressures and shifting consumer habits, more closures may be on the horizon.