In a bold and unexpected move, the celebrated Australian fashion label Sass & Bide has announced the complete shutdown of its physical and online retail operations. The brand, a favourite of global celebrities, framed the decision as a necessary 'reinvention' in an announcement made via Instagram Stories on Thursday.
The End of an Era for Physical and Online Retail
The brand's statement, which began with 'Reinvention in progress', confirmed that all its standalone stores and concessions within Myer department stores would close by the end of January. Furthermore, in a significant escalation of the strategy, the Sass & Bide online store will also cease trading at the close of February.
'We'll be taking a little break there, too,' the announcement noted, before promising a period of restoration and re-imagination. The label assured customers that its core 'free-spirited and distinctly Australian attitude' would remain unchanged despite the new direction.
A Strategic Repositioning Following Earlier Closures
This radical step follows a series of strategic retractions initiated in late 2024. The brand had already closed 10 stores across Australia and New Zealand, impacting key locations including Bondi, Paddington, Chadstone, Rundle Street, and Karrinyup. By October 2024, managing director Paula Mackenzie had confirmed the restructuring, stating the difficult decisions were 'necessary to ensure the business is repositioned for growth'.
Support office roles were also reduced, though exact numbers were not disclosed. Mackenzie emphasised that the company would offer redeployment where possible for affected store team members.
From Market Stall to Multi-Million Pound Sale
The brand's journey began in 1999 when best friends Sarah-Jane Clarke and Heidi Middleton launched it from a London market stall. They built Sass & Bide into a powerhouse of women's designer fashion over 25 years, dressing A-listers like Beyoncé, Rihanna, Madonna, and Kim Kardashian.
In a landmark deal in September 2013, the founders sold the business to Myer for $72.3 million. At the time, both Clarke and Middleton described their simultaneous departure as an intuitive decision, completing a perfect cycle for their partnership. The brand's current withdrawal from Myer stores marks a full-circle moment in its corporate history.
The announcement concluded on a note of promise rather than finality: 'It's not goodbye. It's see you soon.' The fashion world now awaits the next chapter of the reinvented Sass & Bide.
