David Jones unveil new Sydney store after $200m renovations
Sixteen months after they shut the doors of their Sydney flagship store, David Jones will reveal its revamped Ground level. Part of a $200 million renovation, the retailer is hoping it will entice shoppers back to its bricks and mortar store.
NSW
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David Jones will unveil the latest stage in its glitzy $200-million makeover when its new Ground Level precinct opens on Tuesday — just in time for Christmas.
This week’s release of retail growth figures, which showed department stores down another 0.2 per cent for the past year, mean they have to do something dramatic to bring back the missing customers.
And, with the Australian Retailers Association predicting a lacklustre run up to the holidays, its boss Russell Zimmerman said department stores really need to go the extra mile.
“You have got to give the theatre, you have got to give the atmosphere and you have got to offer something different,” Mr Zimmerman told The Sunday Telegraph.
“If department stores don’t do the above, they are not going to attract their customers and that is what it is all about.”
The extensive refurbishment by David Jones’ new owner, South African retailer Woolworths Holdings proves that, despite sales drifting to internet stores, the two major players Myer and David Jones are still backing their bricks and mortar stores.
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“We are committed to investing in our top stores, such as our Elizabeth St flagship and reducing space and right-sizing stores where appropriate,” David Jones general manager of womenswear and accessories Bridget Veals said.
“Carindale (David Jones’ revamped Brisbane store) is a great example of this. Also to note our online sales are growing at 68 per cent and online remains a major strategic focus.”
The Ground Level stage reopens 16 months after it was closed to the general public and three months after the revamp of the Sydney flagship store’s womenswear department and luxury shoe boutique.
It may be on street level of the heritage-listed building but DJs is calling it “the pinnacle floor” — a 3500sq m space that will showcase luxury accessories and beauty products.
“Ground floor is really the pinnacle floor of the whole building,” Ms Veals said.
“The new store will bring a completely new look for the amazing ground floor space.
“Most significant is the new main entrance, both grand in design and execution that will welcome the customers from Market St and Elizabeth St, creating a new customer flow and customer journey within the ground floor.
“New luxury brands including Louis Vuitton, GUCCI, Loewe, Givenchy and Rimowa will join our most loved luxury brands Dior, Saint Laurent, Celine, Fendi, Balenciaga, Chloe and Valentino.”
The finished store will feature bars and cafes, two floors of beauty and luxury accessories, two floors of menswear, three floors of womenswear, a larger food hall, a homewares destination and a children’s floor on the top floor.
Mr Zimmerman said renovating stores could see them thrive in the fickle current market.
“Department stores are absolutely still investing in bricks and mortar and there’s a reason to,” he said.
“But their model is changing. Department stores are closing some of their smaller stores, investing in others and making better use of the available space.”
They are also attempting to increase their brand awareness, with David Jones recently announcing a new partnership with BP petrol.
Ten BP sites across Sydney and Melbourne now have David Jones branding and are stocked with 350 “premium” food products in a bid to further diversify the retailers’ offerings.
“David Jones is known for having a really great food offering, Mr Zimmerman said.
“They want to be able to expand the food offering beyond where it normally is and offer customers something different.”