Solomon Lew has maintained his stores will trade rent-free during lockdown, as the government updates COVID-19 measures.
Lew heads Premier Investments, which operates a retail arm including Portmans, Peter Alexander and Dotti.
Premier Retail stores will remain closed until May 11, following the joint agreement from the National Cabinet and State Governments to extend the social distancing protocols.
"Our decision to temporarily close our retail stores is consistent with the clear message reiterated by the Prime Minister that the population should only leave the house when it is absolutely necessary to go out," Premier said in a statement.
"As the Premier of Victoria has stated, no shopping trip is worth a life.
"Whilst our seven brands do sell much loved discretionary products, it is irrefutable that we are not an essential retailer.
"Premier has no choice but to continue the temporary closure of our retail stores in Australia.
"Premier intends to continue not paying any rent globally for the duration of the shutdown," the business said.
As announced in its previous statement, 70% of the business' stores in Australia and New Zealand are in holdover or with leases expiring in 2020, putting the business in a strong position for rent negotiations.
Premier has also welcomed the government's introduction of the JobKeeper subsidy program as well as New Zealand's Wage Subsidy Scheme and is taking urgent steps to access the benefits for its stood-down employees.
While the business has continued online trade in Australia, the New Zealand operations - both physical and digital retail - have been shut down completely for a period of time.
However, in line with the New Zealand Government's announcement of a reduction from alert level four to alert level three, Premier will be able to resume trading online in NZ through its websites from April 28.
Premier said it looks forward to reopening its bricks-and-mortar stores and will work with shopping centre landlords to ensure health and safety measures are in place, following two confirmed cases coming into contact with its retail staff.
"Premier looks forward to opening our retail stores at the earliest possible time.
"Shopping centre landlords are responsible for creating a healthy and safe environment.
"It is incumbent on them to demonstrate and announce the actions they are taking to ensure a healthy and safe environment for our employees and customers.
"These health and safety measures are critical to allow non-essential retailers to start trading when restrictions are eventually eased by governments.
"We will work closely with shopping centre landlords to ensure that appropriate safety measures are implemented in a timely manner."
"We are continuing to monitor all developments closely.
"Premier, with the support of all our employees, will overcome this global health pandemic and bounce back and thrive at the earliest opportunity," it said.