In a move that will hit many Aussie women hard, Mosaic Brands has announced it’s closing down over 200 of its stores, including some of our favourites. This means saying goodbye to familiar names like Rockmans, Autograph, and W.Lane, which many of us have relied on for affordable and stylish fashion.
All stores and websites for Rockmans, Autograph, W.Lane, Crossroads and BeMe are considered “marginal and non-core” and will be wound down. BeMe Brands and Crossroads are pure-play digital brands.
Who are Mosaic Brands?
Mosaic Brands Ltd has become one of Australia’s largest specialty fashion retail groups, featuring brands like Noni B, Rockmans, W.Lane, Beme, and the newly acquired Millers, Katies, Crossroads, Autograph, and Rivers. With over 1,350 stores nationwide, they employ more than 2,000 people across the group.
What’s Happening?
Mosaic Brands, the company behind these popular stores, has decided to wind down more than 200 of its physical stores across the country. For decades, these brands have been a go-to for women looking for versatile, affordable clothing that suits everyday life.
But now, with the rise of online shopping and changing customer habits, Mosaic has decided to focus on a handful of its strongest brands, seeing them close a significant number of stores to adjust to how we shop today.
Mosaic chief executive Erica Berchtold said the move to “rationalise its brand portfolio” will simplify the business and allow it to focus on “five core growth brands” – Millers, Noni B, Rivers, Katies and its standalone online Mosaic marketplace.
Why the Closures?
It’s no secret that the way we shop has changed a lot over the last few years. With the boom of online shopping, especially during the pandemic, many people have found it easier to browse and buy from the comfort of home. This shift has hit brick-and-mortar stores hard, and Mosaic is no exception. Running physical stores can be expensive, and when more shoppers are heading online, it becomes harder to justify keeping so many stores open.
What Does This Mean for Aussie Shoppers?
For many Australian women, this will be a big change. Rockmans, Autograph, and W.Lane have been part of our shopping routines for years.
Rockmans is known for its affordable, on-trend pieces that fit any budget, while Autograph has been a favourite for plus-size fashion, offering flattering and stylish options in sizes often hard to find elsewhere. W.Lane, with its chic and timeless pieces, has long been a go-to for women wanting something a little more polished.
“Whilst the operational details of the rationalisation plan, including store closures, continue to be worked through, we will seek to minimise the impact on our team, including where possible reassigning impacted team members into roles within the five core brands,” CEO Erica Berchtold said.
The closures will no doubt leave a gap in local shopping centres. There’s something special about browsing through the racks, trying things on, and walking out with a new favourite outfit in your hands.
What’s Next?
So, what’s next for these brands? Mosaic Brands has made it clear they’re committed to continuing to serve their customers. The group will now capitalise on and invest in its Millers, Noni B, Rivers and Katies brands, along with a standalone online Mosaic marketplace.
Looking ahead, the focus will be on enhancing the customer experience through digital innovation and expanding their online presence. With plans to streamline operations and adapt to changing consumer preferences, Mosaic Brands is positioning itself for a stronger, more agile future in the ever-evolving retail landscape.
