Department store Myer has confirmed the appointment of fashion magnate Belinda Seper to spearhead its evolution.
Seper, who opened her iconic Belinda boutique in 1992, will take on the role of designer business manager at Myer effective immediately.
Myer told ragtrader.com.au today that as designer business manager Seper will be responsible for managing the international and Australian designer business for Myer (across clothing, footwear and accessories) across all locations.
In addition, Seper will also assume the following responsibilities as part of the role:
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Work in conjunction with store teams to hire and train all staff across all designer sites in the art of selling designer apparel, footwear, handbags and accessories;
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Build strong customer relationships across all stores with a focus on increasing the Myer designer customer base;
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Review Myer designer mix, and travel overseas and locally to attend the ready-to-wear shows to assist in the buying of new season collections and to attract new designers to Myer;
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Have input into in-store visual merchandising for designer product disciplines and to create an environment to showcase Myer brands;
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Ensure customer service standards and expertise are in line with international retailing standards.
Commenting on Seper's appointment, Myer said it has selected Seper due to “her extensive experience in retail and Australian and international designer fashion brands”.
Following the launch of he initial Belinda store, Seper went on to launch another seven Belinda stores – a mix of exclusive international and Australian designer fashion – located in Double Bay (two), Paddington (two), and Central Sydney and the GPO building in Melbourne.
Seper supplemented these stores with another retail venture – The Corner Shop – in Paddington, aimed at a younger demographic, and The Frock Exchange, in Clovelly – a pre-loved apparel store also stocking designer clothing.
The Corner Shop went on to operate 10 stores and in 2002 the concept received the honour of being named in British Vogue’s ‘100 Coolest Shops in the World’.
Seper has since survived an administration in 2011 and now runs two Belinda stores, in Sydney and Melbourne respectively, and two The Corner Shop stores in Sydney.
Seper began her career with a degree in commerce and paid her way through university working as a part-time model in addition to working with the Army Reserve’s Intelligence Unit as an aerial photographer.