During the 2020 COVID-19 pandemic in the United Kingdom, Signet Group announced it would not reopen 80 of its UK stores after the shutdown. In the United States, following the forced, temporary closures of stores due to the pandemic, online sales rose 58% to $1.2 billion during the fiscal year ended in January 30th 2021 compared to the previous year. Total sales, however, fell 15% to $5.2 billion. To operate more efficiently, CFO Joan Hilson stated the company plans on reducing the hours of operation for stores outside of malls and adjusting staffing depending on foot traffic, as well as eliminating costs through its supply chain. The company is planning on closing around 100 of its brick and mortar stores in 2021 in an ongoing effort to reduce their reliance on mall-based locations to focus more on their online distribution.