Legendary chocolate company Hershey’s has decided to close its online retail shop, Hershey Gifts—and is offering 25% off of its sweet treats until July 31.

The decision to close Hershey Gifts and effectively end Hershey’s official online retail presence is a curious one, but as Hershey spokesman Kirk Saville tells the Tribune, “Hershey’s is making the strategic decision to exit the online retail business. The current business model is not sustainable.”

This doesn’t mean that Hershey will be out of the e-commerce biz forever, however. According to the Tribune, Saville says Hershey is currently exploring strategic partnerships and licensing agreements after Hershey Gifts closes on July 31.