The Australian fashion landscape is witnessing a significant structural shift as cult label Sass & Bide prepares to enter a temporary hiatus. Parent company Myer confirmed on January 15, 2026, it is pausing the brand’s retail operations to execute a comprehensive creative ‘reinvention.’The transition involves shuttering 14 Myer concessions by late January and winding down the digital storefront by the end of February. This maneuver aims to extract the brand from a period of artistic dilution, where conservative tailoring had replaced the "indie sleaze" aesthetic that once attracted global icons like Beyoncé and Kate Moss.
Strategic realignment for the next-gen consumer
The reset occurs against a backdrop of complex macroeconomic pressures. Australian retail is currently grappling with a ‘job hugging’ trend, where consumer caution is at an all-time high; LinkedIn research indicates only 51 per cent of Australians plan to change roles in 2026, down from 59 per cent in 2025. By pausing Sass & Bide, Myer is clearing the floor for a high-velocity brand infusion, including the exclusive February 2026 return of Topshop across all 56 department stores. This is a unique opportunity to draw on substantial heritage while becoming relevant for a new generation, stated a Myer spokesperson. The relaunch is expected to pivot back to house signatures - embellished denim and hardware-heavy hardware—aligned with the current Y2K and vintage-maximalist revival.
Inventory liquidation and market repositioning
To facilitate the reset, Sass & Bide has initiated an aggressive liquidation strategy, offering markdowns of up to 50 per cent. This inventory clearance is vital as Myer integrates its Apparel Brands division, which faced a non-cash impairment of $213.3 million in FY25 due to softening demand. The retailer is now betting on smaller, scarcity-driven capsule drops rather than broad seasonal assortments. This ‘read-and-react’ design model is intended to reduce reliance on promotional cycles and rebuild the brand’s premium equity before its anticipated return to the high street later this year.
Owned by Myer since a $70 million dual-staged acquisition (2011–2013), Sass & Bide is a cornerstone of the group’s ‘exclusive brands’ portfolio. Including Marcs and David Lawrence, the brand generated approximately 26 per cent of group sales in FY25. The 2026 roadmap focuses on AI-driven supply chain efficiency and a return to ‘art-school energy’ design to capture the evolving Gen Z and Millennial demographic.
