• STUDIO W: New to David Jones.
    STUDIO W: New to David Jones.
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David Jones has declined to reveal the 80 underperforming womenswear brands removed from its portfolio, saying it is "business as usual".

The department store has commenced introducing new private label ranges into stores, including Studio W and RE:.

A David Jones representative declined to reveal divested brands when contacted by ragtrader.com.au.

"We have over 2,500 brands in our portfolio and it is not unusual to review underperforming brands each season. David Jones has also introduced a number of new brands. It's business as usual."

Studio W has already been introduced into the market ahead of a formal launch next month.

The brand includes a range of men's and women's clothing, accessories and shoes.

Prices in the women's category range from $19.95 for briefs to $199.95 for a lamb leather pencil skirt.

Check out the range here.

Earlier this week, parent company Woolworths revealed it is preparing two sell two central business district stores to fund a revival of the department store.

The move would see one of two central stores sold off in Sydney and Melbourne to fund investment in IT systems, store refurbishments and food venues.

Woolworths is on track to deliver a seven-point plan to deliver over $160 million to David Jones over the next five years.

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