In a bold move that has sent ripples through the Australian fashion industry, the iconic women's label Sass & Bide has announced the immediate closure of all its physical retail locations. The brand confirmed the shutdown of its standalone stores and concessions within Myer department stores, marking the beginning of a significant brand reinvention.
The End of an Era for Physical Retail
The announcement was made directly to followers via the brand's social media channels on Thursday. Sass & Bide framed the decision as a transformative step, stating it is "never too late to reinvent yourself." The statement confirmed that all physical outlets, including those within Myer, ceased trading at the end of January.
This decision follows earlier reports from September 2024, which revealed the brand was closing 10 stores nationwide. The latest move represents a complete withdrawal from brick-and-mortar retail for the time being. Customers will have a final opportunity to shop the current collections online until the end of February, after which the digital store will also temporarily go offline.
A Pause to Re-imagine an Australian Icon
The brand, celebrated for dressing international celebrities like Sarah Jessica Parker, Kim Kardashian, and Madonna over its 25-year history, emphasised this is not a permanent farewell. "While we're offline, we'll be re-imagining what Sass & Bide can and should look like," the statement read.
It pledged that while the creative direction may be new, the brand's core identity would remain. "A free-spirited and distinctly Australian attitude is at the heart of who we are, and that will never change," they assured loyal customers. Acknowledging the surprise of the move, the brand characteristically noted, "at Sass & Bide we've never been one for following the rules." The message concluded with a promise: "It's not goodbye, it's see you soon."
Background and Ownership
The cult label was founded in 1999 by best friends and creative partners Sarah-Jane Clarke and Heidi Middleton. Its journey from a market stall to a global name became a celebrated Australian success story. The brand's ownership structure shifted significantly in the 2010s when retail giant Myer acquired a controlling stake.
Myer purchased a $42.3 million controlling stake in Sass & Bide in 2011, followed by a further investment of $30 million in 2013 to acquire the remaining shares, bringing the brand wholly under the Myer umbrella. The upcoming reinvention will be the first major strategic overhaul since Myer took full ownership over a decade ago.
The fashion world and consumers alike will now watch closely to see what form the reinvented Sass & Bide takes when it eventually re-emerges.
