As part of its future strategic direction plan, David Jones will introduce 85 new brands to its business across a number of its departments.

 The company’s future strategic direction plan was announced on 21 March 2012, in which it stated that it would could to invest in and add to its brand portfolio to ensure its brand offering remains fresh, exciting.

“The 85 new brands are in addition to the 138 brands announced during the period January 2011 to March 2012 and comprise a combination of Australian and international designers and brands, across the Company's most popular categories,” David Jones CEO Paul Zahra, said.

Key new brands being introduced include:

Womenswear: Gary Bigeni, James Pearse, Faith Connexion, L’America, Nicholas, Oroton Ready to Wear, C+M by camilla and marc, Paul Smith Swimwear, Stella McCartney Lingerie and Brasil Fit;

Menswear: Alexander McQueen Ties, Calvin Klein White Label, Artsu, Denim & Supply, Eton, Helly Hansen, Joe Black, Maitre Chemise, Nobody Denim, Penrose, Puma and Vivienne Westwood ties;

Accessories: Chan Luu, Kate Spade, George Jensen watches and Megan Park accessories;

Handbags and Small Leather goods: Valentino, Paul and Joe Sister and Agenda;

Shoes: Valentino and Nicholas Kirkwood;

Eyewear: Alexander Wang, Celine, Kate Spade, YSL and Ted Baker;

Childrenswear: Camilla, Giorgio Armani Footwear, Megan Park, Quicksilver Youth, Roxy Teen and Sudo;

Beauty: Lady Gaga fragrance, Narcisco Rodriguez, Nicole Ritchie fragrance, Scottish Fine Soaps, Hurraw lip balms and Gasgione & King;

Home: Harlequin, Kartell, Mis En De Meure, Nambe, Raymond Blanc by Analon, Bodum, Bosch and Russell Hobbs.

“Australian consumers are fashion savvy and online technology has enabled greater and faster brand awareness,” Donna Player, group executive merchandise, said. “By continually updating and refreshing our brand offer we are able to reinforce David Jones as Australia's fashion authority and its positioning as the Home of the best national and international brands"