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Australian retail chain to offer 48 new brands
Feb '12
David Jones, the oldest department store in the world still trading under its original name, has announced a list of 48 new “exclusive and international brands” that will be offered to customers at its stores.

The Australian retail chain decided on the new brands that will appear on shelves at David Jones stores after a biannual brand review, undertaken every year at the end of Autumn/Winter and Spring/Summer seasons.

The company conducts the review to optimize the return from each square metre of shelf space in its store.

The list of 48 new brands that have been added to David Jones portfolio includes Gucci Mens Accessories, Barbour, Charlotte Olympia and Mary Katrantzou.

The statement quoted Paul Zahra, CEO of David Jones, saying the review of the performance of brands in the company's portfolio is necessary to ensure that David Jones' offerings remain fresh through the introduction of new brands. The new brands are relevant and offer what the customers want, he added.

The performance review also ensures that David Jones stores remain disciplined in allocation of floor space, by providing more space to exclusive brands with high margins and strong performance track records.

The brand review especially becomes important in the current difficult retail environment, where sales and inventory levels are greatly impacted by continuing to stock non-performing brands, Zahra said.

The statement said David Jones' strategy “is very clear” and it is not in the business of acquiring brands.

Fibre2fashion News Desk - India

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