Carvela, the London-born footwear and accessories label familiar to Australian shoppers through David Jones, has launched its own direct-to-consumer business in the local market.
The brand has launched a locally fulfilled e-commerce store, with a national bricks-and-mortar rollout planned to follow.
The Australian business is led by general manager Charlene Perera, who also heads Steve Madden Australia. Carvela is part of the Kurt Geiger group, which Steve Madden acquired in 2025. Perera has more than 15 years’ experience in footwear and apparel, including buying at Cotton On Group, a turnaround at Hush Puppies and the Clarks portfolio at Brand Collective.
Carvela is positioning itself between mass and luxury, a segment the brand believes is underserved in Australian footwear and handbags.
“Footwear and accessories are two of the most resilient categories in Australian fashion right now, and women are clear about what they want. Design they can’t get anywhere else, materials that last, and comfort they don’t have to compromise on,” said Perera. “Carvela delivers all three at a price that sits comfortably below luxury.”
Perera said launching online first gives the brand full control of the customer experience and lets it read the market in real time.
“Every order tells us something about where our customer lives and what she’s buying. That’s how we’ll choose our store locations,” she said.
The Australian range covers sandals, heels, flats, sneakers, bridal footwear and handbags, including coordinated shoe and bag sets designed to lift basket size. Stock is held and shipped locally, with free shipping on orders over $170 and free returns.
“Plenty of international brands sell to Australia from overseas. Very few do it well,” said Carvela Global chief retail officer Ross Warden.
Warden said local stock, local service and a local team were central to the decision to enter the market. He added that the brand would follow its UK omnichannel model, where eCommerce and stores support each other.
The launch comes as the Australian footwear market is valued at US$8.03 billion (around A$12 billion) in 2026 and is forecast to reach US$13.03 billion by 2034, a compound annual growth rate of 6.23 per cent, according to IMARC Group.
Australia Post data shows online footwear spend reached $1 billion in 2025, up 8.9 per cent year on year. Of those orders, 55 per cent were sent by next-day or same-day delivery.
Carvela also joins a wave of international brands taking space in Australian retail. JLL research names Zara, Uniqlo, Loro Piana and Rhode among the key drivers of CBD leasing, with national CBD retail vacancy tightening to 10.3 per cent in the second half of 2025.
The launch is supported by the Summer in Sorrento campaign, an Italian Riviera-inspired summer edit, and the appointment of Melbourne fashion creator Rozalia Russian as Carvela’s first Australian ambassador.