Australian fashion brands Jag and Sportscraft are making a return to department store Myer.
From August 2025, Sportscraft will roll out across 20 Myer locations across Australia, stocking both womenswear and menswear. In September, Jag will follow, stocking womenswear in 12 stores. Both brands will also sell via Myer’s online store.
This comes several years after Sportscraft and Jag, as well as their sister brand SABA under APG & Co, were pulled from Myer and set as a David Jones exclusive brand in 2019.
It is believed both brands will still be stocked at David Jones.
According to Myer, their return forms part of the department store’s ongoing strategy to optimise brand curation, elevate the in-store experience and strengthen its leadership in the apparel category.
“Sportscraft and Jag are brands synonymous with Australian style and are coming back to Myer with modern relevance,” chief merchandise officer Belinda Slifkas said. “They represent quality, longevity and we know our customers and team members will embrace their return.
“This renewed partnership complements Myer’s broader store renewal and merchandising strategy, ensuring the right brands are delivered in the right locations, enhancing the customer experience, driving footfall, and supporting continued growth.”
Sportscraft’s current brand concept is said to be a modern take on timeless dressing, with Jag reintroducing its signature heritage red with a renewed focus on denim and youthful fashion.
APG & Co CEO Elisha Hopkinson called it a proud milestone for both brands.
“The return to Myer reflects not only strong customer demand, but also a shared commitment to long-term growth, relevance, and retail excellence,” Hopkinson said.
“With Myer’s national reach and renewed focus on brand curation, we’re confident this partnership will unlock new opportunities for Sportscraft and Jag – reconnecting with loyal customers while reaching a new generation of Australian shoppers.”
Myer operates around 56 department stores across Australia.