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Leading Australian designer Matthew Eager has turned his back on David Jones.
Set to launch his spring/summer collection through Myer flagship stores this month, the Sydney-based designer said he was effectively "kicked out" of David Jones for being too specialist and high-priced.
"When it came to eveningwear, David Jones were after cheap and hugely branded labels because they were consolidating that entire section [earlier this year]. If you walk into there now, you'll see there are only two suppliers. We're so reasonably priced though so I couldn't understand the whole situation, it irked me a little bit because we're not that expensive, we're not bloody Collette Dinnigan."
Desperate to harness a strong CBD presence for his spring/summer 2006 collection, Eager said he looked to Myer for its "progressive" approach to fashion.
"We get hundreds of calls asking us about our dresses and where to get them in the city. It's hard because there aren't a lot of independent specialist chains in the CBD; they can't survive with the high rent and all.
"Myer had no problem with our price points and were more than willing to fork out a couple of thousand dollars for beautiful, specially made designer dresses. They're much more open minded and progressive in their view when it comes to buying beautiful products."
Perfectly timed for the racewear season, the Mathew Eager summer 2006 range is priced from $399 and features shoe-string strapped shoulder dresses in watermelon and an elegant breast bow frock. His diffusion line, Me Too will also be available through Myer with prices starting at $260 and peaking at $440. The line includes both knee-length and full-length designs including a lux gown in blaze with deep Y-shapes bust and relaxed gathering high on the waist.
While Eager hasn't ruled out a venture into retail, he said he will focus on strengthening his wholesale accounts.
"We want to keep wholesaling. Its hard to retail when you have such a specialist brand, the rent's too hard, everything's too hard. We now have something like 130 wholesale accounts and we're going quite well in New Zealand so no, I don't want to rush back into retailing."