A prolific Australian designer is switching department stores due to a loss of "brand integrity".
Womenswear designer Nicola Finetti will drop his mainline AW14 collection into David Jones from next month.
This will be followed by his diffusion line NF By Nicola Finetti in August, 2014.
Finetti previously had a ten year partnership with competitor Myer, which he partnered with to work directly on the diffusion range.
He revealed the decision to switch stores was made in early July 2013, just before the AW14 range was shown.
"Myer took [the diffusion line] too far off track from what the mainline stood for and the label had lostits brand integrity .
"We did not have the synergy with Myer which we needed to make the label work and also Myer seemed not interested in do so ."
Finetti said he approached rival David Jones on the basis it would expand the brand across apparel, footwear, accessories and intimates.
The department store is already pioneering similar product expansion with brands such as Ginger & Smart, Zimmermann and Camilla.
David Jones will carry the mainline across 15 stores, with the first drop consisting of 15 styles and the second drop consisting of 17 styles.
The diffusion line will b released across 25 - 30 stores.
Finetti said the move would not affect wholesale accounts, which have been steadily growing.