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Lorna Jane’s new venture

 

DavidJonesQueensPlazaDepartment store, David Jones, has secured an exclusive agreement with leading Australian activewear brand, Lorna Jane.

From next month Lorna Jane mainline and the brand’s newly created ‘Uniquely’ by Lorna Jane will be available in David Jones’ flagship CBD stores nationally.

This is the first time Lorna Jane will be available at a department store and coincides with the brand’s 25th anniversary.

It will form the anchor of David Jones’ strategic expansion into womens activewear, a category pioneered by Lorna Jane.

Founded by Lorna Jane Clarkson, who remains as chief creative officer, the brand is Australia’s leading lifestyle brand which has grown into a global multi million dollar empire with 156 stores internationally.

Today the Lorna Jane brand is a household name, specialising in fashion gym and sportswear, yoga, and lifestyle clothing as well as intimates and accessories.

“For some time we have noticed an inceasing lifestyle trend in Australia particularly amongst our customer, where activewear has evolved from being garments of functionality to becoming fashion wear that doubles up as casual wear on weekends,” Sophie Clark, GM womenswear, David Jones, said.

“The global activewear market grew by more than 7.5 per cent in 2013 and expectations are that it will continue to grow. We have identified this category as an area of growth for our business and are delighted to be partnering with Lorna Jane, Australia’s leading womens activewear brand, as its Australian department store exclusive partner,” Clark said.

Lorna Jane will sit alongside David Jones’ current activewear brands Brasilfit, Adidas, and Bonds Active.

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