Katies, once a household name in Australian fashion, is set to close its 80 stores after more than 60 years of operation. The announcement, made by its owner Mosaic Brands, cited poor trading conditions as the reason for the closure, leaving nearly 500 employees without work. The move has sparked nostalgia for many Australians who remember Katies as a staple of affordable, inclusive fashion.
A Brief History of Katies
Founded in Adelaide in 1954, Katies initially offered smart, affordable workwear for women joining the growing white-collar workforce. It quickly became a key player in the Australian retail landscape, a role it maintained for decades. Brands like Cue, which launched in 1968, followed a similar model, providing stylish yet practical clothing for women.
In 2016, Katies attempted a comeback with a new, more modern in-store experience, introducing premium items made from silk and leather. However, this relaunch was short-lived. The company was hit hard by the COVID-19 pandemic, and in 2020, Mosaic Brands went into administration, owing creditors $249 million. Despite Katies being described as a “core brand” at the time, the decision was made to close the stores by January 2025.
A Retail Icon
At its peak, Katies operated over 150 stores nationwide, including locations in regional towns, shopping malls, and CBDs of major cities. Katies became a cultural icon, even without the use of celebrity ambassadors. Its catchy “K-K-K-Katies” jingle and frequent advertisements in The Australian Women’s Weekly made it a household name.
For many, Katies was synonymous with affordable, age-appropriate clothing. One former customer recalled how her mother loved the brand for offering “stylish, yet practical” garments. Katies was known for selling elastic-waist pants, long shirts, and beaded jumpers that were popular among older women, who appreciated the brand’s range of comfortable yet fashionable options.
The Brand’s Decline
Despite its strong legacy, Katies struggled to adapt to changing consumer preferences. According to retail consultant Martin Ginnane, the brand failed to evolve with the shopping habits of its core customers, particularly those aged over 55. “The over-55 sector is vibrant and demanding,” he explained, “but offering outdated and poorly made goods was not a sustainable strategy for growth.”
Ginnane likened Katies to a “massive battleship” that could not change course in time to meet new demands in fashion and retail.
The Possibility of a Revival
Although Mosaic Brands still owns the intellectual property for Katies, the brand’s future remains uncertain. Ginnane believes any potential revival would require a complete overhaul of Katies’ e-commerce strategy, something that would be crucial in a retail landscape increasingly dominated by fast fashion and online shopping.
For now, the remaining stock is being sold at a deep discount of $25 per item. Those nostalgic for the brand’s iconic styles may find a piece of its history through second-hand stores or online marketplaces, where items like beaded cardigans are likely to become sought-after collectibles.
Katies may be closing its doors, but for many, the memories of the brand will remain a part of Australian retail history.
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