Cult Australian designer clothing brand Sass & Bide has announced it will shut down all its physical and online stores within weeks as it tries to become relevant to younger generations.
The Myer-owned label said it was reinventing the brand and the closure was not goodbye, but a "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.
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"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.
"We know this change may come as a surprise.
"But at Sass & Bide, we've never been ones for following the rules."
Myer Group said the rebrand would keep the label relevant for a new generation as the wider department store goes through a refresh of its own later this year.
"We have spent considerable time listening to our customers hearing from them about the brands they like and those they don't," a spokesperson said.
"This feedback is helping shape our strategy to provide customers with a more elevated product offering across our apparel range."
Myer said Sass & Bide will be relaunched in the coming months.
Customers are unable to return or exchange sale items unless faulty, but are still able to refund full-price items within 14 days.
They are still able to use gift cards until the company stops trading. After that, the gift cards can be traded in for a Myer gift card of the same value.
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Sass & Bide was founded by Sarah-Jane Clarke and Heidi Middleton in 1999 and sells women's clothing and accessories across Australia.
The brand has physical stores in all states except Tasmania, the Northern Territory and the Australian Capital Territory.
Its items are also found in Myer after the department store purchased a 65 per cent share from under David Jones in 2011.
Myer went on to purchase the remaining 35 per cent of the brand, and Clarke and Middleton left the company in 2014.
The department store will launch 20 new local and international brands by the end of July as part of a broader rebrand keep up with changing demand and trends.
"The launches are just the start, with a strong pipeline of new and renowned brands set to join Myer throughout the year," a Myer Group spokesperson said.
"Each new addition has been carefully selected to complement our existing portfolio and to meet the growing demand for contemporary, high‑quality, and trend‑driven fashion."
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