Exclusivity wars continue

David Jones has confirmed the return of Australian fashion brand Simona back into its stores on a department store exclusive basis, following the label’s two year stint at rival Myer.

Simona follows a string of fashion brands who have exited Myer to become “exclusives” with David Jones, as part of the ongoing department store exclusivity wars.

High end international fashion brands Givenchy, Joseph, and Pucci, which are all currently stocked by Myer, will become David Jones exclusive labels as of August 2013.

Local swimwear brand Sunseeker, as well as Australian brands Finders Keepers and Gumboots, are also are exiting David Jones’ competitor to be stocked exclusively in the chain.

Joseph, Finders Keepers, and Gumboots are ending similar exclusivity contracts with Myer in order to be stocked by its rival.

The news also comes just a month after the two retailers found equilibrium over a widely reported exclusivity stouch, which saw Myer in court against Sydney fashion label, Ellery.

This year marks the label’s 50th anniversary and its return also coincides with David Jones’ 175th year.

John Recek, MD of Simona said, in the past two years it became abundantly clear to us that 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,” Recek said.

Donna Player, executive  of merchandise, David Jones Group said,” Simona is an iconic Australian fashion brand founded in 1963 and still owned by the same family.

“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.”

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