Page 18 - #194 Oct/Nov 2024

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Anchored by Extraordinary Heritage network, providing inspiration as they shop 1. Flagship Store,
Melbourne,
Australia
both on and offline.
2. Bourke Street
Mall, Melbourne,
As the topic of conversation moves onto Australia
sustainability, it becomes clear that all who 3. Flagship Store,
Sydney Australia
David Jones was founded in 1838 by Mr. David Jones himself, a Welsh-born work at David Jones are passionate about
immigrant who dreamed big. It has since revolutionised the way Australians shop, making a difference for people, communities
offering services and experiences like no other. Here, we catch up with Scott and for the environment as the brand continues
on its journey to become one of the most
Fyfe, company CEO about the journey the business has undertaken and how it responsible retailers in the world.
continues to inspire ahead of its 187th year of operation. “We proudly support nine community
organisations through longstanding partnerships
and investment in local communities and
ocial destinations and authors of such as hair and wellness. This zoning supports Fyfe, CEO of David Jones. initiatives across health & well-being and
Smemories for past, present and future a seamless customer journey that inspires and “We continue to invest in our retail network, reconciliation resilience. In 2023, we signed on
generations, David Jones today operates 41 encourages discovery, whilst the inclusion of an which includes refurbishing our stores, right- as a foundation member of Seamless Clothing
locations across Australia and New Zealand as additional seven private beauty rooms on the sizing and where necessary, the consolidation of Stewardship Scheme, taking a step forward to
well as davidjones.com in Australia. The iconic floor supports their commitment to delivering our footprint. By the end of 2028, we will have promote fashion circularity, a cornerstone of
department store is trusted by the world’s services and immersive brand experiences refurbished 40 per cent of our store footprint.” our sustainability ambitions,” comments Fyfe.
most exclusive brands and is also the oldest like no other. David Jones is proud to have Since its inception, David Jones has been At the heart of David Jones’s strategy is their
continuously operating department store in the welcomed some new at the forefront of ability to curate sector-leading brands and their
world still trading under its original name. brands to complement innovation, constantly unique position as the ‘home of Australian
Back in 2021, the company completed a its premium offering OUR BRAND IS ANCHORED redefining what it means fashion’ sets them apart, as many of the most
$400M refurbishment of its Sydney flagship at its Bourke Street BY EXTRAORDINARY to shop and experience influential Australian designers now available
store and it is now a world-class shopping location, including HERITAGE AND IT REMAINS retail in Australia. It is in the across the globe began their journey with them.
experience across 12 floors, offering a unique Anastasia Beverly Hills, OUR VISION TO ‘INSPIRE company DNA to innovate Their commitment in this space remains strong
curation of brands and services. Rationale and Aesop. LIKE NO OTHER.’ BY and they have developed as they support the next generation of Australian
This investment into its portfolio continued “As part of our Vision PUTTING PEOPLE FIRST a clear strategy and Vision design talent through various initiatives including
with the refurbishment of three new floors of 2025+ strategy, we are AND MAKING DECISIONS 2025+ is backed by a the Indigenous Fashion Projects Pathway
world-class fashion and home in their Bourke investing $250M across ALIGNED WITH OUR series of transformation Program, the National Designer Award and the
Street flagship in Melbourne. They also recently our business to deliver COMPANY VALUES, WE initiatives to deliver Australian Design Commission.
ARE BEST PLACED TO
celebrated the re-opening of the Beauty Hall key transformation ACHIEVE OUR CONTINUING game-changing products, “Our brand is anchored by extraordinary
which was a significant milestone, following a programs. Investing in AMBITIONS.” services and experiences heritage and it remains our vision to ‘Inspire
more than $50M investment into transforming the innovation enables us to for customers. Like No Other’ and it is this that continues to
historic Melbourne flagship store into the premier meet the changing needs of our customers and Expanding on this, Fyfe explains that they are propel us forward. However we cannot achieve
destination for luxury retail in the country. create seamless experiences wherever they always exploring new initiatives and that they this without the dedication and commitment of
The refreshed Bourke Street Beauty Floor choose to shop. Technology has been a key recently entered into the retail media market our people. By putting people first and making
has been designed with specific zones that focus for us. In October, the David Jones app with ‘David Jones Amplify’, which enables decision aligned with our company values
showcase their offer across luxury skincare, will launch and our goal is to double the size brand partners to connect with five million we are best placed to achieve our continuing
makeup, fragrance and emerging categories of our e-commerce business,” highlights Scott affluent customers across the David Jones ambitions,” concludes Fyfe.

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