Remembering Katies: From ‘all that glitters’ to retail relic
Everyone has a Katies story. In the 1980s, you couldn’t visit a shopping centre in Australia without seeing one of its stores, where well-trained staff (remember those?) would sell affordable clothing in inclusive sizes to women mainly aged 40 and over.
But this week’s announcement by Katies’ owner, Mosaic Brands, that it would close the brand’s 80 stores, citing poor trading conditions, has left many Australians eulogising the one-time fashion icon, and nearly 500 people out of work. So, what happened?
A quick reminder of its history
Katies started in Adelaide in 1954, offering women, who were joining the white-collar workforce in droves, a place to buy “smart” workwear. It’s a model that was emulated by other great Australian brands such as Cue, which launched in 1968.
In 2016, the brand attempted a relaunch to bring its in-store experience into the 21st century, including a range of “luxe” items in silk and leather. But the honeymoon didn’t last, and the brand was hit hard by COVID-19 lockdowns. Mosaic went into administration in October owing creditors $249 million. At the time, Mosaic described Katies, which was once owned by Coles Myer, as a “core brand” in the portfolio. But, ultimately, a decision was taken to shut the brand by January 2025.
Why was it so central to retail folklore?
At its peak, Katies had more than 150 stores across Australia, from regional high streets to mega-malls, and in the CBD of most capital cities.
Existing before the era of celebrity ambassadors (though one advertising campaign starred a young Marcia Hines), Katies advertised in The Australian Women’s Weekly, and its “K-K-K-Katies” jingle was an earworm for that generation.
One former customer says her late mother loved Katies because “they sold ranges of clothing … that were age-appropriate and affordable”.
“As women got older, they introduced the elastic waist pant, longer shirts and beaded jumpers … all suitable for the ‘stylish grandmother set’ who thought all that glitters is gold. My mum would buy her whole wardrobe [there].”
Why did it falter?
Fashion brands fail for many reasons, but in Katies’ case, it failed to evolve with the changing shopping habits and tastes of its core customer, says retail consultant Martin Ginnane.
“The whole over-55 sector is alive and demanding. However, offering this sector tired and cheaply manufactured goods is no way to survive and flourish,” he says. “Katies was like an old massive battleship that could not be turned around under its captain.”
Could Katies be revived?
Mosaic still owns the intellectual property for Katies, meaning a new owner could bring it back. However, Ginnane says any resurrection would require a serious look at Katies’ e-commerce strategy.
“Fast fashion and more accessible online offerings left them behind,” he says.
For today, all remaining stock is on sale for $25 a piece. But those wanting a true piece of Katies’ history should hit up their local op shop or online marketplace – those beaded cardigans just became collectors’ items.
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