Fashion retailer Glue has hit out at brands which use discount online retailers, claiming the practice is devaluing the retailer’s brand.

Owner of Glue, Hilton Seskin, reportedly said the retailer will consider dropping brands that also sell their merchandise through discount online retailers, according to The Australian. “Once a brand gets into the spiral of discounting and just looking for sales, the value of the brand depreciates and we don’t want to be involved with brands that will be entering that spiral,” Seskin said.

“I think you’ll find that bricks-and-mortar retailers will be working much closer with brands that understand the importance of bricks and mortar, and align themselves with that.”

The Australian reported Seskin as saying Glue does not use its online store to sell stock cheaply, instead basing its online presence around driving business to the company’s stores.