By Aimee Chanthadavong

Confirming that it is on track in the roll-out of its 1000 brand concept installations that was announced in September 2010, David Jones has introduced 30 new brands to its existing brand portfolio.

Helen Karlis, David Jones spokesperson, told Retailbiz that introducing these brands reinforce David Jones’ position as key player in the retail market but denies it has anything to do with responding to the growth of internationally bought products.

“We have always offered a broad selection of international and national brands,” she said.

“What this is, is a reflection of the work we do to ensure our offer remains fresh, relevant and reflects the brands our customers want.  Our strategy is to be the 'Home of Brands' in Australia and this means we are always finessing our brand portfolio to ensure that it reflects what customers want and to ensure it does not become outdated.”

On a department store exclusive basis, 12 Australian and international designers and 18 and beauty brands, including Pucci, MINKPINK, Witchery Man and Burberry Beauty have joined the company’s product offering list.

 “We have an excellent reputation and track record in both the international and local market of respecting brands and representing them in a manner that is consistent with their brand philosophy. This is why brands feel comfortable in joining us on a department store exclusive basis,” Karlis said.

As a result, David Jones has ceased stocking brands such as Simona, Escada and AG by Arthur Galan, which were underperforming, to free up space for new and growing brands with stronger performance track records and high margins.