“Closing stores starts a spiral that can’t be stopped,” posited Hudson Bay Company CEO Jerry Storch on stage at Shoptalk in Copenhagen this past Monday. The strategy for 2018 and beyond: Play to Win. Sure, like most retailers, HBC may have a few duds across their chain, but unlike many retailers, they aren’t just closing down stores. Instead, the company which owns the likes of Saks and Lord & Taylor is retooling and investing in underperforming stores, modifying the footprint and concept to better address the local market, and making technology investments that connect stores and online shoppers – driving value to an ever-more integrated set of channels. “Be great in stores and be great online,” according to Storch.