David Jones floors 'em

SYDNEY: Models dancing in windows supported by a stellar designer cast heralded the unveiling of the revamped first floor of David Jones' flagship store late last month.
The Elizabeth Street refurbishment - which features 32 "shops within a shop"
concept areas - includes a wide-ranging selection of brands including Australian and international designers, cutting edge youth-focused designers, an extensive denim range, a broad sportswear and swimwear range and a mix of traditional, classic and contemporary core brands.
David Jones CEO Mark McInnes said the first floor refurbishment was a culmination of 20 months' of research and planning as well as months of working closely with the company's brand partners to differentiate DJs from its competitors.
He said the fit-out - together with its Bourke Street ground floor accessories and cosmetics hall refurbishment and its new Queens Plaza store in Brisbane - was an integral part of the company's revenue-generating initiatives and property strategy.
"All of these projects will be completed in time to coincide with the strengthening consumer sentiment being forecast by independent economists over the next two calendar years."
Group general manager of apparel, accessories, footwear and cosmetics Colette Garnsey said one of the company's key strengths in recent years had been its extensive brand portfolio.
DJs was also renowned for being the "home to Australia's leading designers" and for identifying and nurturing fresh new design talent and the first floor capitalised on this strength by representing key brands, she said. These included sass & bide, Zimmermann, Alannah Hill, Bare by Rebecca Davies, One Teaspoon and White Suede each of which now have their own unique branded concept space, reflecting the individuality and integrity of each brand.
"These concept areas will be highlighted with collections by other sought after Australian brands such as Alice McCall, Fleur Wood, Shona Joy, Cohen & Sabine, Natasha, Nookie, Hussy and Buddhist Punk . . .and international brands such as Catherine Malandrino, Maharishi, Paul & Joe, Marc Jacobs, Eley Kishimoto and Juicy Couture," Garnsey said.
"We are confident that customers will embrace our new first floor both in terms of its compelling brand offering and its design, which creates a 'customer-friendly' shopping environment against a stylish and contemporary fit-out."