Sass and Bide swap teams

by Amy Altamura: 7 May, 2011

The department store Myer, has signed a new partnership with Sass & Bide designers’, Sarah-Jane Clarke and Heidi Middleton, for $42.25 million bidding higher than rival department store, David Jones.

The deal gives Myer a significant 65 percent stake in the label, allowing them to claim exclusive rights.

Fashion Team Leader at Myer Garden City, Kirsten Dyson, said that a dramatic increase in fashion sales and a new look with ‘exclusive stand-alone’ brands, are just some of many predicted benefits to come from Sass & Bide.

“Myer hopes to gain more market share in the industry by including Sass & Bide in their regular markdown sales,” said Mrs. Dyson.

Myer customer, Kelly Thomson, said that although regular customers will continue to shop at Myer, this move would also attract a crowd with a different sense of style then that of the usual Myer customer.

“Sass & Bide has a certain ‘cult status’, which draws people in,” she said.

Over the past two years Sass & Bide sales grew by 50 percent, reaching $37 million last year.

“This will definitely make Myer a more challenging competitor, although David Jones says the brand will be replaced, regular Sass & Bide customers will now purchase from our store if they cannot easily access it at David Jones,” said Mrs. Dyson.

Miss. Thomson, who does not like online shopping due to the high chance of wrong fit and sizing, said she used to shop at David Jones for Sass & Bide clothing.

“I am happy that I can now gain more ‘Myer One’ points and receive better customer service on the brand I love, in comparison to David Jones,” she said.

Other brands acquired by Myer, such as Charlie Brown, hope to relish in the Sass & Bide success of attracting more loyal customers.

“At Charlie Brown we have discovered that ‘loyal Myer One customers’ will always come back for more, which is a very positive attraction for a brand to join Myer,” said Charlie Brown Manager at Myer Garden City, Lara Parry.