David Jones reshuffle combines online and bricks and mortar store management

David Jones is restructuring, bringing together the physical stores and growing online platform under one executive.

David Jones is overhauling the management of its retail operations. Picture: Luis Enrique Ascui

Upmarket department store David Jones is restructuring its store operations, bringing together the physical stores and growing online platform under one executive.

A David Jones spokesman told The Australian Kate Bergin would be the retailer’s new omnichannel director.

“We are delighted to confirm the appointment of Kate Bergin as omnichannel director and look forward to Kate’s further contribution as we continue to build and enhance a seamless online and instore experience for David Jones customers,” he said. “Kate has driven rapid growth at davidjones.com and has significant retail transformation experience in Australian and international markets, both online and in stores.”

The changes have also brought on the departure of director of retail and operations, Aaron Faraguna, after 16 years with the company. Mr Faraguna has joined luxury watch business Kennedy. “We thank Aaron for his significant contribution and commitment, and wish him well in his future endeavours,” the spokesman said.

Many retailers run their online stores and physical stores separately, with their own dedicated staff and managers, but David Jones has taken the step to combine the both platforms in what it hopes will be a seamless link for shoppers between online and the in-store experience.

The move after David Jones’ owner, South Africa’s Woolworths Holdings, recent overhaul of its boards for David Jones and Country Road Group in Australia to have only full-time managers on both boards, rather than a mix of managers and non-executive directors.

Meanwhile luxury watch retailer Kennedy announced on Tuesday it had appointed Mr Faraguna and former chief customer officer at QBE, Bettina Pidcock, to its executive team to improve customer experience, accelerate sales growth and guide expansion plans.

David Jones head of retail operations Aaron Faraguna is departing for luxury watch retailer Kennedy. Picture: Toby Zerna

The Kennedy watch business is known for selling high-priced Rolex, Patek Phillippe and other timepieces from more than its dozen stores. Mr Faraguna joins the group as general manager retail and merchandise, while Ms Pidcock will be chief marketing officer.

The duo will join Brant Clutterbuck who was appointed chief financial officer in July. He previously held the positions of Starbucks Australia CFO, as well as general manager at Asahi Group.

The executive team will report to Kennedy executive chairman James Kennedy.

“The company is in a strong position and our enhanced teams’ expertise will help us further strengthen our performance by getting even closer to our customers,’’ Mr Kennedy said.

“Having worked in a number of businesses ranging from start-ups to large corporate enterprises, Aaron has extensive experience across all retail disciplines, specifically identifying and establishing new markets for brands, implementing and maintaining operational excellence and building high performing retail teams,” he said.

“Bettina’s extensive experience in marketing multiple elements of consumer financial services will help guide the company’s brand positioning, with an emphasis on e-commerce and digital,’’ Mr Kennedy said.

Ms Pidcock will have responsibility for building the brand of Kennedy, creating a leading and personalised digital experience, developing strategies to achieve acquisition, sales and retention targets, and negotiate key sponsorship and partnership deals.

“I’m excited to be joining Kennedy at a time when the brand continues to successfully grow and look forward to helping make Kennedy the ultimate watch and jewellery destination,” Ms Pidcock said.

The family owned Kennedy watches business has 14 boutiques across Australia, featuring luxury brands Rolex, Patek Phillippe, Panerai, Graff, Longines, Omega, IWC Schaffhausen, Cartier, Piaget, Jaeger-LeCoultre, Ulysse Nardin and Tudor.

Mr Kennedy has led a sponsorship and marketing blitz in the last few years to up the profile of his luxury watch chain, including taking sponsorship rights at the Melbourne Cup carnival and the AFL.