Department store retailer David Jones will be introducing 48 new brands following the results of its biannual brand performance review.

This review is undertaken at the end of the Spring/Summer season and the Autumn/Winter season to ensure that the company optimises the return from each square metre of selling space in its store portfolio.

CEO Paul Zahra said the review is necessary to ensure the retailer’s offering remains fresh, relevant and reflects what customers are demanding for.

“It also ensures that we are disciplined in our allocation of floor space. Our business objective is to allocate space to department store exclusive brands with strong performance track records and high margins,” he said.

“This is particularly important in the challenging retail environment we are currently facing where continuing to stock non-performing brands adversely impacts not only sales per square metre but also inventory levels.”

The new brands that will be introduced include Gucci Mens Accessories, Mary Katrantzou, Charlotte Olympia, Hunt No More, Barbour and V Avenue Shoe Repair. This will be in additional to the 90 new brands that were announced in 2011.

Meanwhile, it will allocate additional space to its best performing brands that include Bassike, Mink Pink, Jac & Jack, J Brand and Collette by Collette Dinnigan.

The company also plans to remove some underperforming brands from the business including Trent Nathan, Trent Resort, Jil Sander, Jag Accessories and Fiorelli.

David Jones said it’s not in the business of acquiring brands in the hope of securing distribution, highlighting its success at replacing sass & bide as a testament.