Beloved Australian fashion brand Zimmermann has surprised fans with the closure of a popular store.
The brand’s previous store on Mercer Street in Soho, New York, has been acquired by London clothing brand Odd Muse, which opened its first pop-up store in the United States on November 10.
Fans worried about the future of the popular Australian label in America and wondered if it was a sign of a desperate situation.
Shoppers jumped to conclusions after watching the installation of Odd Muse’s new sign covering an old Zimmermann sign on a TikTok livestream.
Zimmermann opened its first flagship store at 87 Mercer Street in 2012, but 12 months later moved to a larger location at 55 Mercer Street.
The brand moved for the third time earlier this year, moving around the corner into a 19th-century building at 39 Greene Street, showing no signs of financial strain.
“39 Greene Street is a very iconic building, it’s quintessentially New York,” said co-founder and COO Simone Zimmermann. Fashion.
“It has dimensions and volumes of space that really allow us to continue to have a store experience for our customers customized to a location.”
Zimmermann had Australian fans worried about the future of his stores in America
Shoppers jumped to conclusions after seeing the Odd Muse sign installation covering the old Zimmermann sign on a TikTok livestream (right)
Daily Mail Australia has contacted Zimmermann for comment.
Australian customers are not to blame for thinking the worst had happened, as other high-end brands have also struggled.
In September, Australian fashion brand Sass & Bide announced the closure of 10 stores nationwide starting October 6.
The brand has been at the forefront of women’s fashion for 25 years.
Affected stores include Bondi, Paddington, Miranda and Chadstone in New South Wales, Rundle Street in South Australia, Doncaster and Emporium in Victoria, Karrinyup in Western Australia and Newmarket in New Zealand.
Only a select few will remain open, including one in Victoria, one in WA and two in Queensland.
Celebrity-loved fashion brand Dion Lee also closed the doors of its Paddington store in Sydney after collapsing into liquidation due to a $35 million debt.
The high-end line was a favorite of global superstars including Taylor Swift and Dua Lipa and went into voluntary administration in May after a partnership deal collapsed.
From October 6, 10 Sass & Bide stores will close in Australia and New Zealand. The Australian brand’s CEO, Paula Mackenzie, confirmed the unexpected news earlier this year.
On August 29, creditors chose to liquidate the company after not receiving “acceptable” offers to buy the brand.
The announcement came as a shock to fans and the second store in Sydney’s Strand Arcade is also expected to close this month.
Antony Resnick, liquidator of the bankruptcy company dVT Group, was appointed administrator of the brand.
“At the second meeting of creditors it was heard that, although there had been interest from potential buyers of the brand, no acceptable offer had yet been made,” the liquidators said in a statement to news.com.au.
Major clothing brand Cue Clothing Co has reportedly ended its partnership deal with Dion Lee and also canceled its investment in the business, according to The Australian.
Cue Clothing Co first became a partner in Dion Lee more than a decade ago and the company was also a shareholder in the business.