Online shoe retailer Shoes of Prey has signed an exclusive deal with David Jones Elizabeth Street to launch its new retail concept.

Customers will now able to create and personalise their own custom-made shoes in person at the footwear concept space on Level 4 of David Jones’ flagship Elizabeth Street store, Sydney.

Donna Player, David Jones group executive of merchandise, said the new shopping concept takes David Jones’ omni-channel retailing to a new level.

“We are committed to providing our customers the best new brands and a unique, personalised service, which the customised shoes available through our partnership with Shoes of Prey certainly deliver,” she said.

“It’s all about women and shoes – and understanding that our customers have different needs and requirements and being able to offer them an ideal solution. I think it’s going to be a winning combination.”

Visitors to the Shoes of Prey concept at David Jones can completely immerse themselves in the design process. The space is crafted from furnishings finished in Shoes of Prey materials and there is even a signature fragrance and soundtrack to complete the experience. Once the order is completed online, the shoes are made to the customer’s exact specifications and shipped directly to their home.

“We're delighted to partner with iconic retailer David Jones. We believe that the future of retail is multichannel – it’s about being wherever your customer wants you to be in a relevant and valuable way,” Jodie Fox, Shoes of Prey co-founder, said.