Melbourne-based activewear label Tully Lou has announced it is closing its doors after 14 years in business. The company, which gained international recognition after being worn by celebrities including Gigi Hadid and Vanessa Hudgens, confirmed that it is currently liquidating its remaining stock.
Chief operating officer Sarah Pasini cited a confluence of economic pressures as the primary drivers for the decision. In an interview with the Herald Sun, Pasini noted that rising freight costs, shifting margins, and increased operating expenses, coupled with a highly saturated retail market, made the current trading environment untenable. Creative director Tully Humphrey had previously shared the brand’s struggles with cash flow during a podcast appearance in February.
Despite the closure, leadership has framed the move as a potential “pause” or “reinvention” rather than a permanent exit. The announcement follows a trend of Australian retail contraction during June, a period experts call the “killing season,” as businesses conclude the financial year and adjust to reduced discretionary spending by consumers facing higher living costs.