Myer escalates brand partnership

Customisable handbag and leather goods brand Mon Purse has secured six additional Myer concessions to its exisiting retail portfolio.

Alongside its Myer concessions in Melbourne and Sydney CBD the retailer will now allocate floor space to the brand in Brisbane, Perth, Adelaide, Chadstone, Doncaster and Bondi Junction.

The brand's expansion into Myer follows success in its initial spaces, which Myer CEO Richard Umbers believes is part of elevating the department stores offering.

“Innovation for Myer means improving the relevance of our offer to our customers through the execution of ideas and initiatives that drive customer engagement.

“This means not being bound by the traditional retail model, but ‘bringing the love of shopping to life’ through selling what our customers want to buy, in an exciting and engaging way, and utilising technology to deliver a truly omnichannel experience.”

Mon Purse uses a 3D online bag builder to allow customers to select from over 50 million variations including leather colour, texture and interior linings.

The brand also operates a standalone flagship store in Sydney's Paddington.