BuyBuy Baby intends to close all of its physical stores by the end of this year to solely focus on its online operations.

The store closure – the second in its history – is part of the transformation into a “digital-first brand”, the company says on its website, adding that it will direct all resources to provide an “exceptional online shopping experience”.

“This decision comes after listening closely to you, our incredible customers, and our valued partners,” the retailer states.

The company currently has 10 stores across seven states, with closing sales starting last Friday. There were no details about what will happen to the employees.

“By resetting now, we are positioning ourselves for long-term growth and success,” the company said in a statement to Retail Dive.

Founded in 1996 by Richard and Jeffrey Feinstein, BuyBuy Baby sells clothing, strollers, and other items for use with infants and young children. 

The company was a subsidiary of Bed Bath & Beyond Inc. It once peaked at more than 130 stores but had to shut down its physical footprint when the parent company filed for bankruptcy early last year.

New Jersey-based baby product supplier Dream On Me bought the brand’s intellectual property and digital assets at auction for $15.5 million. The company also bought 11 store leases for $1.17 million and relaunched the brand last fall.