WARRNAMBOOL retail store Ishka could stay open despite store signs that have caught the eye of Victoria's consumer regulator that state it's closing down.
The bohemian homewares, clothing and jewellery store has promoted a "closing-down" sale on bright signs at the Kepler Street shopfront since April.
But an Ishka customer support representative told The Standard the store's closure had a "50-50 status".
"It could close down, it could not," he said.
"The reason behind the closing-down status of the Warrnambool store is we're currently negotiating a leasing contract with the landlord."
The representative said lease negotiations had prompted other "closing-down" sales at separate regional Victorian stores including in Geelong, Shepparton and Bendigo.
"It's basically the same thing, leasing contracts with the landlords," he said.
"If we're able to settle that, the stores will be able to stay open."
A Consumer Affairs Victoria spokeswoman said the regulator was aware of Ishka's advertising and was "monitoring the situation".
"If breaches of the Australian Consumer Law are identified action will be taken," she said.
An Australian Competition and Consumer Commission spokeswoman said while they were unable to comment on specific businesses, retailers were prohibited from making false or misleading claims about sales and discounts.
"This may include claims about sales arising from a store's imminent closure," she said.
"What is likely to mislead or deceive depends on the overall impression created by the conduct or misrepresentation."
The Standard contacted Ishka co-owner Jono Gelfand for comment.
Have you signed up to The Standard's daily newsletter and breaking news emails? You can register below and make sure you are up to date with everything that's happening in the south-west.