In a surprise Instagram announcement yesterday evening, Saks Potts founders Cathrine Saks and Barbara Potts confirmed that they will be closing their beloved brand in spring 2025 after 10 extraordinary years
Put on your black Foxy coat, for we are in mourning. Saks Potts announced via Instagram yesterday evening that after 10 years, the brand will close in spring 2025. “From the very beginning, we have strived to deliver what people didn’t expect, and this decision feels true to exactly that,” founders Cathrine Saks and Barbara Potts wrote. It certainly is unexpected; just last week Saks Potts was announced to show at CPHFW after a one-season hiatus and over the past several days its been rolling out a very Saks Potts polo campaign featuring dear friends of the brand from Pernille Teisbaek to Emma Rosenzweig. Who knew it was a thank you and goodbye?
But before you reach for the tissues, know that this was a decision taken by Saks and Potts, who met in kindergarten and launched the brand when they were just 19 and 20 years old, on their own terms. While many brands are struggling to make ends meet, according to Vogue Business, Saks Potts reports annual sales growth of 25 per cent every year since it was founded, meaning 2024 will be its most successful year so far.
So why close up shop? “When we started Saks Potts at just 19 and 20 years old, we never imagined the wild and extraordinary journey it would take us on,” Saks and Potts write. “These 10 years have been the best, most fantastic and unforgettable years of our lives. They’ve truly shaped who we are – and now we’re excited and eager to see what our 30s hold!”
While cool girls came for that aforementioned Foxy coat and stayed for the lace-front leather pants, over the past decade Saks Potts has evolved from a brand of youthful exuberance to a more restrained marker of effortlessly good style (that striped polo is ubiquitous among well-dressed women in the Nordics). It’s been a hell of a run.