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Department Store David Jones Adds Versace, Pucci to Brand Portfolio

Department store chain David Jones is introducing exclusive luxury brands to its extensive existing portfolio, including Pucci, Balmain, Jonathan Saunders, Versace Collection, Pierre Hardy, Costume National, Diane Von Furstenberg handbags and 23 other Australian, international fashion and beauty brands.
 Department Store David Jones Adds Versace, Pucci to Bra..
 
 

Department store chain David Jones is introducing exclusive luxury brands to its extensive existing portfolio, including Pucci, Balmain, Jonathan Saunders, Versace Collection, Pierre Hardy, Costume National, Diane Von Furstenberg handbags and 23 other Australian, international fashion and beauty brands.

More than a strategy to maximize retail floor space, the addition of the 30 new brands also counterattacks department store rival Myer, who recently stole away four David Jones’ brands, such as Arthur Galan, Akira and ModelCo. Losing Arthur Galan to Myer has been a blow for David Jones, as its womenswear business was up 22.7 percent in the year to date, proving it performed well during the downturn, .

In a statement from David Jones, it said the exclusive new brands “reinforce David Jones’ position as the ‘Home of Brands’ within the Australian market.” It also said that approximately 70 percent of the Company’s Womenswear and Menswear categories are made up of department store exclusive brands, which sets it apart from competitors like Myer.

David Jones Group General Manager Fashion & Beauty Sacha Laing said, “The continual introduction of new brands ensures that our offering remains fresh, relevant and reflects what our customers want. It also means that we need to be disciplined in our allocation of floor space. Our business objective is to allocate space to exclusive brands with strong performance track records and high margins.”

Laing added that David Jones is analyzing how it can maximize returns per square meter of selling floor space. “Space occupied by underperforming brands often needs to be freed-up and reallocated to new and growing brands for the simple reason that we attract customers by providing the broadest range of the most wanted national and international brands within a unique, world class shopping environment,” he added.








 



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