It's a strategy that could rake in $80 million for David Jones.
The department store will commence rolling out more private labels from August 2015.
South African parent company Woolworths, which acquired David Jones last year, predicts the strategy will deliver between $70-$80million in the next five years.
It is part of a seven-point plan to deliver over $160 million over the period.
Studio.W, JTOne, RE:, Distraction and Magic will be the first set of brands to arrive in August.
Additional brands, including classics, will land from February 2016.
The joint venture between Woolworths and David Jones will include new in-store design concepts and service models.
Collections will utilise current Woolworths procurement systems.