'It’s not goodbye, it’s see you soon': Sass & Bide, top Australian fashion brand, announces closure

Australia’s leading fashion label Sass & Bide has announced it will shut all of its physical and online stores in the coming weeks. The Myer-owned brand said the move is part of a broader plan to reinvent Sass & Bide, reassuring customers with the message, "It’s not goodbye, it’s see you soon."

"From the end of January 2026, our stores and MYER concessions will be closed. From the end of February 2026, our online store will close, too," a statement on the brand's website said.

According to 9News, the brand operates physical stores across Australia, with a presence in every state except Tasmania, the Northern Territory, and the Australian Capital Territory. The brand’s management said it could not confirm exactly when Sass & Bide will relaunch, but encouraged customers to stay tuned for updates and announcements on its social media channels.


According to 7News, the brand, which has been worn by celebrities ranging from Sarah Jessica Parker to Kim Kardashian and Madonna since its launch 25 years ago, will remain available to shop online until the end of February, after which it will also take a temporary break.

"While we're offline, we'll be re-imagining what Sass & Bide can and should look like. The direction may be new, but a free-spirited and distinctly Australian attitude is at the heart of who we are, and that will never change," the statement further read.

Customers will not be able to return or exchange sale items unless they are faulty, the company confirmed as quoted by 9News. However, full-price purchases can still be refunded within 14 days. Gift cards will also remain valid and can be used until the business officially stops trading.

The cult fashion label was founded in 1999 by best friends Sarah-Jane Clarke and Heidi Middleton. According to 9News, Myer acquired a controlling stake in 2011 for $42.3 million and bought the remaining shares in 2013 for $30 million. A Myer spokesperson, as quoted by 9News, said the temporary closure allows the brand to reinvent itself while honoring its heritage and appealing to a new generation.