David Jones has enlisted six designers to create department-store exclusive collections.
The concept was successfully trialled last season by Ginger & Smart and Zimmermann, which launched footwear and handbag collections in CBD stores nationally.
An additional four Australian designers have now been signed including Camilla, Ellery, camilla & marc and Willow.
Footwear ranges from Camilla and Ellery will launch in stores and online from February 2014.
camilla & marc and Willow will launch both footwear and handbags from August 2014.
David Jones group executive of merchandise Donna Player said the ranges will be priced from $250 to $599.
“Our trial with Ginger & Smart and Zimmermann demonstrated that there is strong demand amongst our customers for designer shoes and handbags at a more accessible price point than the international designer shoe and handbag collections," she said.
"This is definitely an untapped market and we see huge potential for growth in this area."
Ginger & Smart designer Alexandra Smart said the initiative will also benefit designers.
“This new partnership allows us to leverage the goodwill and cache we have established within David Jones in our womenswear collections and to tap into a much broader customer base that may not wear our clothing but appreciates our design aesthetic and will invest our bags and shoes.”
The new collections will initially be stocked in nine David Jones stores nationally as well as online.