Iconic Australian department store David Jones has launched its first boutique format store in Sydney's Barangaroo precinct.
The ribbon was cut this morning in front of VIP guests and media including David Jones ambassadors Jesinta Campbell and Jessica Gomes.
The store spans 1396sqm over two levels and features an intimate stable of curated brands and a click-and-collect service.
It marks the first launch of the retailer's boutique format which coincides with the announcement it will open a second site in Brisbane's James Street.
The James Street store will encompass a similar offering such as click-and-collect, personal shoppers, advisors and experts.
Speaking about scaling down its retail space and honing in on Queensland, David Jones CEO John Dixon believes it's all part of moving forward.
“James Street is one of Brisbane’s most vibrant shopping and lifestyle precincts making it an ideal location for our new boutique format.
"This dynamic format enable s us to deliver an innovative store experience in a smaller footprint, with a customised fashion and beauty offering and specialised services.”
David Jones will also open its first store on the Sunshine Coast in 2018.