It’s the end of an era for one of Australia’s most beloved fashion labels. Sass & Bide, known for its unique and distinctly Australian designs, has announced it will close its physical and online stores within weeks as part of a rebranding effort aimed at attracting a younger demographic.
The End of an Era for the Popular Brand
Sass & Bide, which was acquired by Myer in 2011, will shutter its stores and online operations by February 2026. The brand, which has long been a staple in the Australian fashion scene, will take a step back to reimagine its identity for a new generation of consumers.
The closure of the Sass & Bide stores — both stand-alone locations and those within Myer department stores — marks a dramatic shift for the label, which was founded by Sarah-Jane Clarke and Heidi Middleton in 1999. The duo built a brand known for its bold designs and a unique blend of luxury and bohemian style, making it a go-to for Australian women looking for standout pieces.
A statement on the brand’s website reassures customers that this isn’t a permanent goodbye, but rather a “re-imagining” of the brand. From January 2026, physical stores will close, followed by the online store closure in February.
The Strategy Behind the Closure of Sass & Bide
Myer said the move was part of a broader strategy to keep the Sass & Bide label relevant and attract younger consumers who may be more inclined to shop for modern, trend-driven fashion. The retailer also mentioned customer feedback had been a driving force in shaping this rebranding, with many customers expressing interest in new, fresh offerings.
“We’ve spent considerable time listening to our customers,” said to 9News a Myer spokesperson. “This feedback is helping shape our strategy to provide customers with a more elevated product offering across our apparel range.” The rebranding will also coincide with Myer’s plans to introduce 20 new local and international brands by mid-2026.
What This Means for Shoppers
For shoppers, the closure means a final opportunity to shop the current Sass & Bide collection before stores and the website go offline. However, customers have been warned that returns and exchanges will only be accepted for faulty items, and gift cards will still be valid until the stores stop trading. Afterward, they can be swapped for a Myer gift card.
A Fashion Legacy and Future Outlook
While the closure of Sass & Bide may mark the end of an iconic chapter for Australian fashion, the rebranding could set the stage for an exciting revival. Whether or not it resonates with a younger, fashion-forward audience remains to be seen. For now, Sass & Bide’s legacy as a pioneering brand in the Australian fashion landscape is undeniable, even as it enters a new phase.
