• STELLA MCCARTNEY: Lingerie hits David Jones.
    STELLA MCCARTNEY: Lingerie hits David Jones.

Gary Bigeni, C&M camilla and marc, Stella McCartney Lingerie and Nicholas are among 85 new brands to join department store David Jones.

David Jones announced the new additions today, with a vast majority secured on a department store exclusive basis.

David Jones chief executive Pauk Zahra said this is intergral to the company's Future Strategic Direction Plan announced on March 21.

The Plan stated it will continue to invest in and add to its brand portfolio, with the 85 brands adding to the 138 new additions announced during the period January 2011 to March 2012.

The introduction coincides with the David Jones spring/summer collections launch on August 14 and the launch of its new blog 'Black & White'.

Group executive merchandise Donna Player said these initiatives will help drive David Jones forward.

"Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness.

"By continually updating and refreshing our brand offer we are able to reinforce David Jones as Australia's fashion authority and its positioning as the home of the best national and international brands."

Key new fashion brands include:

Womenswear: Gary Bigeni, James Perse, Faith Connexion, L’America, Nicholas, Oroton Ready to Wear, C&M camilla and marc, Paul Smith Swimwear, Stella McCartney Lingerie and Brasil Fit;

Menswear: Alexander McQueen Ties, Calvin Klein White Label, Artsu, Denim & Supply, Eton, Helly Hansen, Joe Black, Maitre Chemise, Nobody Denim, Penrose, Puma and Vivienne Westwood ties;

Accessories: Chan Luu, Kate Spade, George Jensen watches and Megan Park accessories;

Handbags and Small Leather goods: Valentino, Paul and Joe Sister and Agenda;

Shoes: Valentino and Nicholas Kirkwood;

Eyewear: Alexander Wang, Celine, Kate Spade, YSL and Ted Baker;

Childrenswear: Camilla, Giorgio Armani Footwear, Megan Park, Quicksilver Youth, Roxy Teen and Sudo.

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