Iconic Aussie Fashion Label Sass & Bide to Shut Stores as Major Rebrand Begins
Tonight, we’re bringing you significant news from Australia’s fashion world and it’s a story that’s hitting close to home for many loyal shoppers.
One of the country’s most recognisable designer labels, Sass & Bide, has confirmed it will close all of its physical stores and its online shop within weeks. For a brand that helped define modern Australian fashion for more than two decades, this is a major moment and for many, an emotional one.
Sass & Bide first emerged in the late 1990s, founded by Sarah-Jane Clarke and Heidi Middleton. It quickly became known for bold designs, strong attitudes and a distinctly Australian sense of confidence. Over the years, the label built a cult following and expanded into stores across the country, later becoming part of the Myer Group.
Now, the brand says it’s pressing pause. From the end of January, Sass & Bide stores and Myer concessions will shut their doors. By the end of February, the online store will also go offline. The message from the company is clear, this is not a farewell, but a reset.
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The label says it’s stepping back to re-imagine what Sass & Bide should look like for a younger generation. While the direction may change, the brand insists its free-spirited and Australian identity will remain at its core. Myer, which now fully owns the brand, says this decision comes after listening closely to customer feedback and reviewing which labels still connect with modern shoppers.
This move also fits into a much bigger picture. Myer itself is undergoing a major refresh, with plans to introduce 20 new local and international brands by mid-year. The goal is to deliver more contemporary, trend-driven fashion as shopping habits continue to shift and competition intensifies.
For customers, there are some immediate impacts. Sale items can’t be returned unless they’re faulty and full-price items can still be refunded within 14 days while stores remain open. Gift cards will be accepted until trading stops and after that, they can be exchanged for Myer gift cards of equal value.
What happens next is the big question. Myer has confirmed Sass & Bide will return in the coming months, though exactly how it will look and where it will be sold remains to be seen.
For now, this is the end of a chapter for an iconic Australian brand and the beginning of an uncertain but carefully planned reinvention.
We’ll continue to follow this story closely and we’ll bring you updates as Sass & Bide prepares for its next act. Stay with us for more breaking news and in-depth coverage.
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