MELBOURNE: David Jones has declared its new Bourke Street flagship store will be on par with premium international department stores Selfridges in London and Bloomingdales in New York.
It is boosting its luxury brand offer across footwear, accessories and intimate apparel, including 80 new Australian and international brands not previously available at David Jones.
The soon to re-open store has locked in 746 iconic brands on department store exclusive terms, out of a portfolio of 1850 labels that will hit the shop floor. Stage one of the revamp is due to open on November 28.
A 166 per cent increase in women's footwear floorspace will feature international brands such as Christian Louboutin, YSL, Chloe, Bally and Jimmy Choo. These will later be housed in concept fit-outs as part of a new luxury designer wing.
Accessories will feature a Designer Avenue with concept spaces for luxury labels including Fendi, Dior, Marc Jacobs, Coach, Burberry, Tods, Chloe and Miu Miu. Department store exclusive brands including Mimco, Oroton, Longchamp, Juicy Couture and Lucky will appear in an accessories hall.
The intimate apparel floorspace will increase by 81 per cent, with labels including Peter Alexander, Esprit, Oroton, Princess Tam Tam, Spanx, Trinny & Susannah and Simone Perele.
David Jones group general manager of apparel, cosmetics and accessories Colette Garnsey said the company was delighted to have secured so many premium brands. She said this would further differentiate its offering from competitors.
David Jones has hired an additional 459 staff to cater for an anticipated Christmas trading rush at the new store.