LifeWay Christian Resources is charting a new course in 2019 marking a strategic shift of resources to a dynamic digital strategy. As part of the transition, LifeWay will close its 170 brick-and-mortar stores in 2019. The Owensboro location, located at 5221 Frederica St., is expected to close in June.
In January, LifeWay announced it would reduce the number of its retail locations due to declining customer traffic and sales. “While we had hoped to keep some stores open, current market projections show this is no longer a viable option,” said acting President and CEO Brad Waggoner.
In one month, LifeWay interacts with five times as many people through its digital environments as it does through LifeWay stores.
“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 is moving into a new era with a strategic digital focus that will prepare us for the future and allow us to better serve our customers.”
The timing of store closings will vary depending on local circumstances. LifeWay expects all brick-and-mortar stores to close by the end of the year.
“The decision to close our local stores is a difficult one,” Waggoner said. “LifeWay has developed close connections with the communities where our stores are located, and we have been honored to serve those communities. We will continue serving local congregations as they meet the spiritual needs of their neighbors.”
According to Carol Pipes, the director of corporate communications for LifeWay Christian Resources, LifeWay has a long-standing history in Owensboro and the region.
Pipes said in 1925, the Sunday School Board (now LifeWay) purchased the Baptist Book Concern, which was established in 1890 in Louisville and changed the name to Baptist Book Store, making it the first fully-owned store in the chain.
Baptist Book Store opened an Owensboro location at 227 Allen St. in 1947. That store moved to 221 Williamsburg Square in 1972 and moved to the current LifeWay location on south Frederica in 1999 with its new name.
After 72 years operating in Owensboro, the store may no longer offer brick-and-mortar service, but it will continue to offer a broad selection of resources through LifeWay.com and the LifeWay Customer Service Center (1-800-458-2772). LifeWay will also continue to serve customers through its network of church partners who work directly with churches.
