There was once a time when Sussan was written off as daggy, a store your mum dragged you into but never somewhere you wanted to shop. Fast forward a few decades and the very same brand is now winning over a new generation of Australians. The irony is delicious—grandchildren are embracing the store their grandmothers once avoided.
Once dismissed as ‘for old ladies’, the Melbourne-born retailer had found itself at the centre of an unlikely fashion revival. The transformation caught fire online, where social media users shared surprise at the brand’s new direction. With 129,000 followers and a flood of positive posts, Sussan had reclaimed its place in the style conversation.
Personal shopper and stylist Alexandra Parmenter declared on social media: ‘It’s time to go back into Sussan’s. I would say that 15 per cent of their stock now is for a younger audience and for a very fashion forward, designer loving audience.’
'Sussan's is incredibly chic now, I am just as shocked as you are.'
On social media, shoppers admitted their perceptions had shifted. One wrote: ‘I only ever remember going to Sussan with my mum so it was always daggy in my mind. I wandered in looking at PJs recently and then went “wow I actually like it”.’
Others joked the resurgence had less to do with change and more with age. ‘Hate to say it but probably we’ve just aged into Susan’s demographic and it’s stayed the same,’ one commenter quipped.
Source: Instagram/sussanfashion
The company’s story stretched back to 1939 when Sam and Fay Gandel opened a lingerie boutique on Little Collins Street, Melbourne. From there, the business grew rapidly, acquiring Chic Salon in 1968 and eventually boasting around 200 stores nationwide with an annual turnover of $200 million.
Sussan by the numbers
Founded: 1939 in Melbourne
Peak stores: Around 200 nationwide
Part of: The Sussan Group (also owns Sportsgirl and Suzanne Grae)
Current focus: Sustainable, ethical fashion for all ages
Yet by the 1990s, its reputation had declined, saddling the brand with the dreaded ‘daggy’ tag. That perception lingered until a new leadership approach shifted the narrative.
Rebecca Hard, Group Retail Chief Executive Officer since 2020, explained the turnaround as a mix of ‘fresh campaigns, relevant product design, and sharper price strategies’. With 25 years at the company, she oversaw collections that introduced Australian trends—midi dresses, straight-leg pants, and cotton shirts—to attract younger buyers without alienating loyal ones.
Sustainability proved just as important as style. The Sussan Group achieved B Corp status, a recognition of high social and environmental standards. Hard emphasised that affordable fashion must also meet ethical and circular principles, resonating strongly with older Australians who valued mindful consumption.
What makes new Sussan different
- B Corp certified for ethical and environmental standards
- Focus on versatile, mix-and-match pieces
- Affordable pricing during cost-of-living pressures
- 'For Women, By Women' philosophy maintained—emphasis on quality fabrics and timeless design
For Australians over 60, the changes offered more than just modern cuts. Quality fabrics with a soft touch catered to comfort, while frequent sales and free delivery over $80 AUD ensured affordability. The focus on versatility meant pieces could mix seamlessly with existing wardrobes.
The revival also reflected a generational shift. Younger Australians increasingly embraced styles linked to older fashion, turning ‘uncool’ into ‘vintage chic’. This crossover opened bonding moments, as mothers, daughters, and grandmothers found themselves shopping together—and often reaching for the same items.
Did you know?
Did you know? The term 'grandpacore' describes the trend of younger generations adopting fashion styles traditionally associated with older adults. Sussan's comeback fits perfectly into this broader cultural shift where comfort, quality, and timeless style are becoming more valued than fast fashion trends.
The brand reintroduced its heritage concept ‘This Goes With That’, now reimagined as an ethos of empowerment rather than just a campaign line. This balance of honouring the past while embracing change highlighted Sussan’s ability to reinvent itself for modern women.
For those rediscovering the brand, the best approach was to start small. The ‘Everyday Icons’ range offered timeless basics that could be layered with current wardrobe staples. Shoppers were encouraged to browse before making assumptions, with many finding themselves pleasantly surprised by what they discovered.
And with Sussan Group also owning Sportsgirl and Suzanne Grae, cross-shopping between the brands allowed customers to curate wardrobes that suited every stage of life.
The story of Sussan proved that fashion could come full circle, and with the right mix of quality, ethics, and design, even a brand once written off as daggy could shine again.
What This Means For You
Sussan had successfully transformed its image from daggy to chic, capturing the attention of a whole new generation of shoppers. With roots dating back to 1939 and a peak of 200 stores nationwide, the brand carried a legacy many Australians remembered from their younger years.
Its modern revival, strengthened by sustainability initiatives and B Corp certification, added a layer of trust and relevance for today’s conscious consumers. Perhaps most notably, it had created a unique shopping experience that resonated across generations—bringing grandparents, parents, and grandchildren together in a way few retailers could.
For older Australians, this shift was not just about fashion but about rediscovering a familiar name that now offered style, quality, and values that aligned with their lives today.
Fashion has a way of circling back, with once-forgotten labels finding themselves in the spotlight again after years of being overlooked.
Just like Sussan’s revival, another heritage brand has recently re-emerged, proving that style rooted in the past can still feel fresh today.
If you’re curious about how other labels are making a return, this next story shows how one brand celebrated a milestone by reconnecting with shoppers in a big way.
Daggy Australian clothing brand Sussan makes huge comeback — Article covering Sussan’s surprising revival and growing popularity across new generations.
https://www.news.com.au/lifestyle/f...94679591bf84683ec1af205f885157?from=rss-basic
Sussan (@sussanfashion) • Instagram photos and videos — Official Instagram account of Sussan, showcasing 129K followers and thousands of posts.
https://www.instagram.com/sussanfashion/
Sussan — Wikipedia — Overview of Sussan’s history, including its founding in 1939 and national expansion through acquisitions such as Chic Salon.
https://en.wikipedia.org/wiki/Sussan
Sussan Group's Rebecca Hard talks transformation — Seamless — Interview with CEO Rebecca Hard discussing brand transformation, leadership, and sustainability initiatives.
https://www.seamlessaustralia.com/news/sussan-groups-rebecca-hard-talks-transformation
Women's Clothing—Tops, Dresses, Pants, Sleepwear & More — Sussan’s official online store highlighting new collections, fabrics, and delivery details.
https://www.sussan.com.au/clothing
New In—Discover The Latest Women's Clothing & Accessories — Showcase of Sussan’s newest arrivals, versatile pieces, and lifestyle-focused designs.
https://www.sussan.com.au/new-in
Would you shop at a store you once swore you would never step foot in again?
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