Emails reveal desperate attempts to sell final items of Alice McCall fashion label as brand closes doors

Loyal fans of the beloved Australian fashion brand may have seen the heartbreaking news coming weeks before anyone else.

Alice McCall will sell off the last of their once-coveted womenswear designs in a jaw-dropping 24-hour clearance sale this weekend.

The Australian fashion label went into voluntary administration in 2020 amid the Covid pandemic, but wasn’t able to turn its fortunes around, announcing on Friday they’ll be shutting their doors.

Brick and mortar stores in capital cities have now closed but a final pop-up sale is underway in Sydney this weekend.

Alice McCall went into liquidation. Picture: Stefan Gosatti/Getty Images

The brand is selling it’s final stock at record low prices. Picture: Stefan Gosatti/Getty Images

Emails have been flooding the inboxes of customers almost every day this month with subject lines advertising their “biggest sale” yet.

Many would have hardly believed their eyes as sale prices dropped dramatically over the course the last two weeks with one email on February 7 advertising an online sale with nothing over $150.

By Thursday, prices were slashed to “nothing over $80”.

Loyal fans of the brand have been receiving clearance emails for weeks. Picture: Supplied

The prices have since dropped as low as “nothing over $80”. Picture: Supplied

Emails have been flooding the inboxes of customers almost every day this month with subject lines advertising their “biggest sale” yet.

Within days of announcing a $150 sale, prices had dropped to $80.

Bargain lovers and loyal fans of the iconic brand will flock to a pop-up sale in Sydney’s eastern suburbs for the last time on Saturday.

The sale has been running all week but there is sure to be a rush of customers for the final day after news of the liquidation broke on Friday.

Alice McCall thanked her fans but said it was “time to bow out” after two decades of success in a statement issued through the brand’s social media accounts.

“It is time to close the doors, making space for a new chapter in my life,” she wrote.

“I want to say thank you and acknowledge all the people that have worn, supported and loved the brand over the years.”

A final pop-up sale is underway at a Sydney location with fans expected to flock there on Saturday. Picture: Stefan Gosatti/Getty Images

Alice McCall – the designer – thanked her customers for their support over two decades. Picture: Stefan Gosatti/Getty Images

Ms McCall said she would be paying homage to the brand online over the course of the next week and asked fans of the brand to share photos of them wearing the label.

“Thank you for your support over the years, but now it’s time to bow out,” she said.

According to a statement released on Friday, Matthew Kucianski of Worrells was appointed as liquidator.

“Despite attempts to restructure its debt and reduce its store footprint in 2020, the company was unable to overcome the challenges posed by the pandemic, and ultimately a decision was made to appoint Worrells to oversee its winding up,” it reads.

“This is a difficult time for everyone involved and we will do our utmost to support all stakeholders throughout the liquidation process,” said Mr Kucianki.

“Our team is committed to ensuring that the liquidation process is conducted in a professional and transparent manner, and that all parties are kept informed of developments as they arise.”

The company was founded in 2004 by eponymous designer Alice McCall.

Using the company’s official Instagram account, she posted a tribute to her brand, and thanked and acknowledged “all the people that have worn, supported and loved the brand over the years.”

Originally published as Emails reveal desperate attempts to sell final items of Alice McCall fashion label as brand closes doors