NATIONAL: David Jones hasn't stocked a leading surfwear brand in almost two decades - but it's about to change all that.
The department store has revealed it has signed an “exclusive brand agreement” with surf and youth brands Quiksilver and Roxy. David Jones will stock childrenswear ranges both labels from August 1, 2010, and will also welcome Quiksilver for Women into its brand stable.
David Jones group general manager of apparel, cosmetics and accessories Colette Garnsey said the deal was “market changing”.
“No leading surfwear brands are currently available in an Australian department store,” Garnsey said.
She added that David Jones has high hopes for each brand's performance.
“We expect Quiksilver and Roxy to be among the top three revenue generating brands within the next 12 months in the childrenswear category,” Garnsey said.
“The addition of Quiksilver and Roxy is category changing and will propel substantial growth such as the development of our youth category where we have experienced 40 per cent growth over the past three years.”
Quiksilver Asia Pacific CEO Greg Haley said the deal was one the company gave “extensive” thought to.
“We knew that we would be the first leading surfwear brand to decide to again distribute through an Australian department store, but we believe that to continue to be a market leader in our industry, we must look to differentiate what we sell, who we sell it to and through which channels,” Haley said.
The Quiksilver and Roxy childrenswear ranges will be available in 32 David Jones stores, 16 of which will house Quiksilver and Roxy concept areas within the childrenswear departments.
Quiksilver was founded in Australia in 1970, and the company created female surf brand Roxy in 1990. Today, Quiksilver and Roxy apparel and accessories are distributed in over 90 countries.