Department store Myer is axing brands and slashing staff.
Myer has confirmed reports it will offer redundancies at 42 of its 67 stores in favour of more casual staff.
A spokesperson said the move will allow the business to create more flexibility.
"Myer is committed to placing our customers at the centre of everything we do, and we’ve been focused on improving customer service in stores, as demonstrated by improving customer feedback over the past three years," the company said in a statement to ragtrader.com.au.
"To continue to achieve high standards of service in the future, we are changing the mix of permanent and casual team members to achieve greater flexibility, so we can align our workforce with customer demand and adapt to changes in store traffic flows.
"This new model will give Myer stores the ability to have more flexible hours available for peak periods such as Christmas and Stocktake, while ensuring appropriate levels of service during quieter times. This is critical to meeting the expectations of our customers.
"This is part of a significant change to the way we approach customer service. Our future success will depend on our ability to have the right people in place at the right time to delight our customers every time they visit our stores."
Myer has also swung the axe on 100 brands in its stable to make way for new additions such as Seed, FCUK and Country Road.
"Over the past few weeks we have been rolling out initiatives to help set Myer up to execute our strategy swiftly and effectively," the company said.
"This includes the announcement of a host of new and exciting brands for our customers such as Aje, Jack and Jones, Calvin Klein White Label, Daniel Avakian and Oscar de la Renta.
"To make way for these brands, from today we are holding a Spring Clean sale and we have also notified approximately 100 brands that we will no longer require them in our stores.
"As a company we’re excited to be moving quickly to bring more of what our customers want from us.
"We are continuing to mobilise our entire business around our customers and to give them more wonderful experiences wherever they encounter us."
Recently appointed Myer CEO Richard Umbers is set to unveil a new strategic direction for the company later this year.