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David Jones partners UK fashion brand Phase Eight
Sep '13
David Jones Limited announced that it has entered into a department store exclusive agreement with UK high street fashion brand Phase Eight.

Phase Eight is a womenswear brand renowned for its high quality, flattering fit and originality. The brand is incredibly popular in Europe and is a favourite of numerous celebrities, including Pippa Middleton, who have been photographed wearing the brand.

Phase Eight has 106 stand alone stores in the United Kingdom (including a new flagship store launched in March this year in James Street London), and 196 concessions in this market. It is the number one selling womenswear brand in UK department stores John Lewis, House of Fraser and Debenhams. It is also available in 203 stores internationally including Germany, Sweden, Switzerland, UAE, Kuwait, Qatar and Saudi Arabia. Expansion of the brand is now planned globally with David Jones to spearhead its Australian growth.

Phase Eight was founded in 1979 by Patsy Seddon, a mother of young children who set out to create elegant garments that remained practical and affordable. Specialising in beautiful dresses including occasion dresses and wedding dresses; Phase Eight continues to offer women exclusive designs in beautiful fabrics and unique prints.

This announcement reflects David Jones’ continuing strategy to bring the Australian customer the best in international brands across a range of price points. David Jones has successfully partnered with a number of high street brands in recent years to facilitate their growth in this market with the most recent such brand being Mango, which was announced earlier this year.

Phase Eight Chief Operating Officer Lee Harlow said, “Over the past 30 years Phase Eight has become a significant womenswear brand in the United Kingdom. We are now increasingly focused on developing our global brand presence in attractive markets such as Australia and Asia.

“As the leading department store group in Australia, we felt that David Jones was the ideal partner to launch Phase Eight in Australia. David Jones has a rich heritage, and Phase Eight are excited to be a part of this. We also have been impressed by the David Jones team, their clothing offer and the high standards they maintain in store. We are committed to partnering with them to grow our presence further,” Mr Harlow said.

David Jones Group Executive Merchandise, Donna Player said “There is a wonderful synergy for both David Jones and Phase Eight in working together to bring this leading UK fashion brand to the Australian customer who is increasingly well travelled and savvy in regards to international fashion brands.”

The David Jones customer can expect feminine, refined pieces from the AW14 Phase Eight collection matched back with smart tailoring and deconstructed knitwear. A rich tapestry of fabrics and colours featuring jacquards, tweeds and a baroque influence channel country chic with an urban twist. Phase Eight will be available in David Jones’ Elizabeth Street (NSW) and Bourke Street Mall (Vic) stores as from February 2014 and will be progressively rolled out across other stores in Davis Jones’ portfolio.

David Jones

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Courtesy: India ITME

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