Business

David Jones Launches New Australian Designer Initiative

IMG_6815David Jones Limited (DJS) today announced that it has entered into agreements with six of its key department store exclusive Australian designers to launch new ranges of Shoes and Handbags. This initiative reflects David Jones’ strong track record of nurturing and supporting Australian design talent.

The concept was successfully trialled last season by  Ginger & Smart and  Zimmermann both of which have launched their Shoe and Handbag Collections in David Jones’ CBD stores nationally. Customers have enthusiastically embraced the offer and as a result David Jones has signed another four Australian designers to create new Shoe and Handbag collections on a department store exclusive basis. The four additional brands signed up are:

• Camilla – shoe range to launch in David Jones and online in February 2014

• Ellery – shoe range to launch in David Jones stores and online in February 2014

• camilla & marc – handbag and shoe range to launch in David Jones stores and online in August 2014

• Willow – handbag and shoe range to launch in David Jones stores and online in August 2014

David Jones Group Executive of Merchandise Donna Player said, “Our trial with Ginger & Smart and Zimmermann demonstrated that there is strong demand amongst our customers for designer shoes and handbags at a more accessible price point than the international designer Shoe and Handbag collections.

“Our new Australian designer Handbag and Shoe ranges are priced between $250 to $599 making them very appealing to customers who want a quality designer, statement piece that is stylish, fashionable and affordable. This is definitely an untapped market and we see huge potential for growth in this area,” Ms Player said.

Ginger & Smart designer Genevieve Smart said, “Bags and shoes have always been an important part of our brand heritage. We love being able to provide our customers with a styled look head to toe.”

Ginger & Smart designer Alexandra Smart, “This new partnership allows us to leverage the goodwill and cache we have established within David Jones in our womenswear collections and to tap into a much broader customer base that may not wear our clothing but appreciates our design aesthetic and will invest our bags and shoes.”

The new Australian designer Shoe and Handbag collections will initially be stocked in nine David Jones stores nationally as well as online.

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