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David Jones reopens renovated Sydney flagship

David Jones

Australian luxury department store chain David Jones has unveiled its newly renovated Sydney flagship store, as the retailer looks to improve sales and increase customer traffic at its biggest store.

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Located on Sydney CBD’s Elizabeth Street, the revamped flagship store covers 3,500 square metres of retail space and retains much of the same heritage design accents known to the historic DJ’s building.

According to recent earnings report, the refurbishment cost “approximately $220 million,” some $20 million over budget.

“I think we have created something really special and we have created it right in the epicentre of luxury retail in Sydney. But with this old building, we can create something others can not. We are proud of it and I think our customers will be very proud of it. It is a beautiful, elegant store, it is a wonderful experience. I think people will feel what they used to feel when coming to David Jones – a sense of joy and wonder, it is exciting and engaging.” David Jones CEO, Ian Moir told media.

The main renovation took place on the ground level. Shoppers will find several in-store concept spaces from international luxury brands including Louis Vuitton, Gucci, Dior, Loewe, Saint Laurent, Piaget, Celine, Valentino, and Rimowa.

On the same level, David Jones has debuted an upscale beauty department featuring premium brands Chanel, Tom Ford Beauty, YSL, Dior, Giorgio Armani, and Guerlain, all available for customers to try-and-buy.

The new cosmetic area also boasts two Australian-first concept spaces created by Gucci Beauty and Rationale, as well as beauty treatment room hosting both local and international beauty brands.

The latter offers a large range of appointment-only services and personalised in-store skincare treatments.

The new 12-storey location opening comes on the back of David Jones’ announcement of a 2.1 per cent drop in quarterly sales, due to a weak trading environment.

At its full-year results in August, David Jones said operating profit dropped from $64 million to $37 million, with comparable sales down 0.1 per cent.

SEE ALSO : Australia’s David Jones slashes 120 jobs

David Jones is owned by South Africa’s Woolworths Holdings, which also operates Country Road, Politix, Mimco, Trenery, and Witchery.