Myer targets younger shoppers in landmark partnership with JD Sports
Myer has signed streetwear giant JD Sports to its loyalty program, the first time a retailer outside her department store’s orbit has joined the scheme. The partnership provides a glimpse at the scale of her Myer One dream.
Myer boss Olivia Wirth has revealed her aspirations for the Myer One rewards scheme by signing up youth focused and ultra-hip casualwear chain JD Sports, marking the first time an outside retailer has joined the Myer orbit.
Myer One is undergoing its biggest overhaul in 20 years to unlock new sources of revenue and earnings for the group and Ms Wirth is determined to make it a viable loyalty operation in its own right.
She ran the Qantas Frequent Flyer program for five years, and pledged upon being hired as Myer’s executive chairwoman to revolutionise the program with fresh partners and perks.
Myer One is expanding its reach - known in the industry as growing the ‘ecosphere’ - to tap into a wider customer base. The first iteration came after Myer completed the purchase of the apparel brands business from Solomon Lew’s Premier Investments and which allowed Myer One to be offered at Portmans, Just Jeans, Dotti, Jay Jays and Jacqui E.
Now, Ms Wirth wants to build on her record 4.7 million active members by bringing in new shoppers that spend at JD Sports.
Although much smaller than Myer, at sales of around $700m compared to more than $3bn, JD Sports is a hit among the youthful demographic which Myer currently is underweight. JD Sports is also more profitable than Myer despite its smaller revenue base.
“That’s part of our plan as we build out the Myer One program,” Ms Wirth told The Australian. “How do we make it more relevant to customers of all ages, including those under the age of 40?”
Better engaging with the under 30s demographic was raised at the Myer strategy day in May. Ms Wirth told investors at the time that 16 to 30-year-olds only made up 20 per cent of Myer sales, against 29 per cent for 31 to 43-year-olds and 30 per cent for shoppers aged 44 to 59. She said the under 30s is a key opportunity.
Sneakers and fashionable sportswear could be the perfect hook. JD Sports, run by veteran retailer Hilton Seskin, has developed a winning recipe that combines music and sports with fashion.
From Thursday, Myer One will be extended to JD Sports’s 67 stores nationwide, with members able to earn and redeem Myer One points in store. Myer One members will earn two points per dollar spent.
Its latest accounts lodged with the corporate regulator show sales for the 52 weeks to February 1 hit $703.73m, up from $669m in 2024. That is up from just over $300m in 2021.
Profit for JD Sports in 2025 was $46.2m from $56.4m in 2024; Myer in 2025 reported adjusted net profit of $36.8m.
Ms Wirth said the new partnership reflected the strength and growing appeal of Myer One.
“Sneakers and sportswear are a key category for a younger and growing segment, so JD Sports is a perfect fit,” she said.
“The expansion of the Myer One program is a key pillar of our strategic growth plan. This new partnership will cement Myer One’s status as Australia’s leading premium retail loyalty program, expand Myer One, increase engagement and bring in new members to the program.”
JD Sports boss Mr Seskin said Myer One has a significant and engaged existing membership base, and that the retailer looked forward to helping the program connect to a young and fast consumer that JD was well known for.
Myer also recently expanded its strategic partnership with Virgin Australia’s Velocity scheme.
Ms Wirth will keep recruiting as she builds up the program.
“We’ve been very clear that part of the relaunch of Myer One includes how we build out our partner offering. We already have partnerships with CBA, with American Express, with Velocity as well in place, and there’s an opportunity for us to bring other partners into the program, JD sports, obviously being the latest one,” she said.
“It’s important to really bring in the right customer. It’s important for us to have the right level of engagement. Because it’s one thing to attract a new customer, it’s another to engage and they said this is all about really driving that depth of engagement for our customer, having relevant products, relevant program partners.”
Originally published as Myer targets younger shoppers in landmark partnership with JD Sports
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