Department store giant Myer has dismissed the decision by French lingerie label Simone Perele to severe its ties with the company and sign an exclusive stockist deal with rival retailer David Jones. Scott Whiffin, general manager of media relations for the Coles Myer Group, downplayed the announcement as just part of the normal retailing environment. "Ultimately [it] makes no difference to our business - the Perele brand was certainly not one of the top performing brands like Elle, Berlei, Triumph, Bonds or Bendon," he said. "The fact is this was a brand that we've had some issues with over quite an extended period of time so we'll simply use the space in our stores for better performing, more sought after products." Simone Perele on the other hand is one of David Jones' top selling lingerie labels. David Jones group general manager of apparel Colette Garnsey said the decision would give a substantial boost to Perele's sales at the department store, which reportedly grew by more than 10 per cent last year and is tipped to hit sales of more than $3 million a year. "Simone Perele compliments our existing portfolio of existing brands and encapsulates David Jones' core values of fashionability and accessibility," said Garnsey. "We look forward to building the business through the installation of seven brand new Simone Perele concept areas and the roll-out of the brand into our entire 34-store network." A formal launch event for the label will be staged in November and will be attended by Simone Perele president Phillippe Grodner, son of company founder Simone Perele who established the business in 1948 with sister Catherine Perele. The appointment is for an initial five-year term which may be extended by mutual agreement. The new winter collection will be launched exclusively at David Jones on February 1, 2006. David Jones' general manager of apparel Colette Garnsey said the decision would give a substantial boost to Perele's sales at the store.
