David Jones has welcomed back Australian fashion brand Simona back into its stores on an exclusive basis.

The return is particularly significant given that for 48 years since its inception, Simon has been stocked at David Jones. However in 2011 the brand exited David Jones but returns now more aligned to the department stores’ customer profile and its ‘House of Brands’ strategy.

“It is renowned for its timeless designs, sophisticated style, superior cut and outstanding quality for Australian women. We are delighted to welcome them back into the David Jones fashion family,” Donna Player, David Jones group executive of merchandise, said.

This also coincides with the celebration of Simona’s 50th anniversary and David Jones’ 175th anniversary.

Simona managing director John Recek said in the two years away from David Jones the Simona brand needs to be part of a department store with a “House of Brands” strategy.

“Based on our 48 year history with David Jones we know that it is a department store that understands our brand, our customers and the way we want Simona positioned in the market. It is particularly fitting that we are re-entering David Jones in the year in which both organisations are celebrating milestone anniversaries,” he said.

Simona is one of a number of brands that have recently joined David Jones on a department store exclusive basis including Givenchy, Pucci, Joseph, Sunseeker, Finders Keepers and Gumboots.