Long Tall Sally, the specialist fashion brand for tall women, has announced that it will cease trading after 44 years in business.

The company’s COO Alison Doherty wrote to customers to break the news saying the brand had relied heavily on shareholder support – it is owned by German direct-to-consumer retailer TriStyle Mode – but that it had been hit hard by the COVID-19 outbreak.

All of its website and mail order operations in the UK, US, Canada, Germany, France, New Zealand and Australia will be wound down. Its stores in the UK, Germany and the US had been closed as part of a previous cost-cutting round.

In her communication, Doherty said: “The changing economics of retail, along with fierce competition have hit us hard. Trading has been incredibly challenging and we’ve relied heavily on shareholder support to bolster LTS. The very sudden and very profound impact of COVID-19 has further weakened our position."

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