Isis, the upscale maternity and early parenting business for expectant mothers with classes on prenatal education, breastfeeding and sleep support, abruptly announced Tuesday night it is closing all of its locations in Greater Boston, as well as Atlanta and Dallas.
“We are doing our very best — putting in 16 and 17 hour days to make sure we have a plan for as many clients as possible so their class experience doesn’t end even if it doesn’t take place [at an Isis center],” said Isis chief executive Heather Coughlin on Wednesday. “This is a tough environment for independent retailers. It’s no mystery. There are a lot of competitive forces – there’s diapers.com and Amazon.com.”
“I’ve been crying since last night. Isis is where I met all my friends,” Dawn Murray, a mother of two from Hingham, said of the company’s closure. “It’s the biggest support system for pregnant women and new moms.”
Details about why it is closing were unclear. But just this month Isis had announced a new partnership with MetroWest Medical Center. Then, with no warning, the business posted a message on its Facebook page Tuesday saying:
“With heavy hearts, we announce the extremely sad news that Isis Parenting must close. Effective immediately, no classes or phone consults will take place. We are taking steps to communicate with all affected class participants over the coming days and we thank the Isis community in advance for your patience and understanding during this very difficult time.
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