Both companies will work together to roll out out “concept areas” within five David Jones stores from August 2011. One Teaspoon co-director Liz Roberts said David Jones Elizabeth Street (NSW), Bondi Junction (NSW), Warringah Mall (NSW), Chadstone (VIC) and Robina (QLD) would be the initial recipients of the new sales driver.
“We will be taking our key creative concepts from our stores and adapting them to the David Jones environment – our signature leopard carpet, parquetry flooring, industrial cages for our denim, oversized chain leg tables and customised fixtures. It will be a real mini One Teaspoon world within David Jones,” Roberts said.
In addition to reinvigorating its relationship with David Jones, which began in 2004, One Teaspoon has also snapped up international department store deals in recent months.
“The northern hemisphere is really booming for us right now,” Roberts said. “Lane Crawford [in] Hong Kong just received their spring 2011 delivery, [we're] in discussions with Selfridges and Harvey Nichols, Holt Renfrew is stocking us exclusively in Canada and United Arrows has picked us up in Japan.”
The latest additions bring One Teaspoon's country count to over 30.
“We already have strong consumer loyalty from our website and online store so it just made sense to expand distribution,” Roberts said. “The calibre of the retailers is fantastic and we receive so much great PR out of Europe and Asia which of course flows back here and gives the brand a lift here domestically as well,” Roberts said.
Also on the cards for 2011 is a new product category for the brand. One Teaspoon will introduce body jewellery to its boutiques just before Christmas. There will be 40 pieces in the debut collection with plans to increase the size of the category in subsequent seasons.
“If all goes well we will be showing David Jones and selected boutiques for 2012,” Roberts said.
One Teaspoon was established in 2000 by designer Jaime Blakely. The brand is currently stocked locally by the likes of General Pants Co, Surfection, Glue Store and Universal.
Erin O'Loughlin