Alice McCall the latest COVID-19 fashion victim

Alice McCall the latest COVID-19 fashion victim

Australian fashion brand Alice McCall has appointed voluntary administrators today, with the COVID-19 pandemic blamed for the company's collapse.

The label is the latest in a string of high-profile retailers forced to appoint administrators this year, including Seafolly, Jeanswest and Bardot.

Founded by Alice McCall 17 years ago, the eponymous brand today appointed Ian Purchas and Jason Porter of SVP Partners as voluntary administrators, tasked with bringing the company out of the dumps.

According to Purchas the voluntary administration process will result in the closure of some of the retailer's physical stores, and lead to the redundancy of some employees.

"These steps have not been taken lightly, but have been necessary to give the company the best chance of survival whilst retaining a large number of its team and providing a return to its creditors," Purchas said.

"Like most of the Australian retail sector, in particular fashion, the company's revenues had been severely impacted by COVID-19.

"With the support of the company's team and creditors, it will emerge from the administration a more resilient business which will continue to provide quality fashion garments."

SVP Partners will honour gift certificates up to $100 and store credits under 90 days from returns.

Founder McCall said it is a sad day for the business she founded, attributing the unsustainability of bricks and mortar retail during the COVID-19 pandemic to the company's downfall.

"Due to the unprecedented effects that COVID-19 has had on our economy, as well as some unsustainable bricks and mortar rental obligations, I have had to make a necessary decision to edit down my business, with the objective of building a more sustainable business model for the future," McCall said.

"There is nothing that fuels me more than a customer sharing their experience of a meaningful memory that they have lived whilst wearing an "Alice" garment. This truly is what motivates me to do what I do.

"I have still got plenty of drive in me to continue to create, and continue to connect with the Alice McCall customer. I intend to only get better, armed with the experience of 17 years of business under my belt, and the desire to keep on creating."

Updated at 2.55 pm AEDT on 9 November 2020.

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