Iconic womenswear brand Simona has returned to department store David Jones, marking another brand defection from rival Myer.
Simona has joined the likes of Givenchy, Pucci, Joseph, Finders Keepers and Sunseeker in signing on to David Jones as a department store exclusive.
Simon was stocked at David Jones for 48 years before leaving in 2011.
Its return coincides with the celebration of Simona's 50th year anniversary.
Simona will be available in nine David Jones stores nationally as from 1 August 2013.
Simona managing director John Recek said it was the right move for the brand.
“In the past two years it became abundantly clear to us that the Simona brand needs to be part of a department store with a 'House of Brands' strategy.
“Based on our 48 year history with David Jones we know that it is a department store that understands our brand, our customers and the way we want Simona positioned in the market.
"It is particularly fitting that we are re-entering David Jones in the year in which both organisations are celebrating milestone anniversaries."
This year, David Jones is celebrating 175 years in business.