By Aimee Chanthadavong

David Jones has relaunched its online store just in time for the lead up to Christmas.

The David Jones online store will have over 1,500 gift ideas from local and international brands across departments including beauty, fragrance, body care, women’s accessories, men’s accessories, Christmas hampers, toys, homewares, books and small appliances.

Helen Karlis, David Jones spokesperson, told Retailbiz that the merchandises have been specifically picked with Christmas in mind.

“The process used to select the initial online offering was based on our past experience as to the most popular categories and brands amongst our customers for Christmas gift giving. When you go online you will find we have gift ideas for women, men, teens and children,” she said.

Targeted at customers who are busy or time poor, the online store will also provide customer services such as fast delivery with all orders despatched within one business day, gift wrapping and deliveries can made to any nominated destination anywhere in Australia.

If customers are unhappy with their purchase, they can exchange or return it in person to any David Jones store or they can return their goods via post.

The online store initially started in 2000 but closed in 2003 after accumulating losses of $28 million, Karlis said.

“What we learnt from that exercise was that we were ahead of the market at the time. We are now keen to learn from our initial foray into this business and to learn from other participants' experience. We will take a stepped and measured approach to growing this business ensuring that in year 1 it will be profit neutral.”

According to Karlis, David Jones will be looking to expand its product offering beyond the current 1,500 SKU’s.

“We will be expanding this taking into account feedback from our customers as to what they like to buy online. Over time we anticipate our online business will generate sales equivalent to one of our suburban stores ($50 mil p.a.),” she said.