"Today's announcements by Myer are final proof that Garry Hounsell is unelectable as chairman of Myer."
Those were the words issued by Premier Investments following Myer's trading update yesterday.
In a statement to market, Premier Investments chairman Solomon Lew also attacked claims Myer's turnaround strategy is producing signs of progress.
“I only see weeds, no green shoots," he said.
While Myer has lowered its performance hurdles for the turnaround, Premier believes the strategy should not be left in place.
"Premier also notes that Myer’s sales have continued to drop alarmingly," it said in a statement.
"Premier also notes the improvement in Big W’s sales performance announced yesterday for the same period.
"Premier will have much more to say on these and other significant issues in coming days."
The company has urged shareholders to be vocal at Myer's annual general meeting.
"Shareholders have a very clear choice at the AGM. If they vote for Mr Hounsell, they are voting for falling sales and profits, which means a falling share price.
"If they vote against Mr Hounsell, they are voting for change and improvement."