Dimmeys closing up shop after 166 years

Dimmeys, an Australian retailer made famous by an iconic advertising campaign AFL star Robert DiPierdomenico, is closing its doors after more than a century-and-a-half of trading.   

The company announced in a Facebook post it was to close after 166 years of serving Australian customers.

More than 2300 comments have been posted in response.

DiPierdomenico was outside the store this morning, telling 9News his infamous Dimmeys catchphrase "Be there!".

The announcement, which also announces a a closing down sale, didn't say when the stores would close.

Many Melbournians remember Dimmeys for its no frills advertising campaign featuring DiPierdomenico.

"The story of Dimmeys has a long and distinguished past and a very bright future," its website says.

"Dimmeys is truly a unique retailer, first established in 1853 we believe we are the oldest ongoing retail company in Australia. With a fascinating history that has had many twists and turns over the past 165+ years, it is a remarkable story of survival in an extremely tough industry."

Dimmeys collapsed in 2014 following a series of product safety breaches and was sold to Cool Breeze Clothing.