Perele Lingerie to open mini-stores with David Jones
Related entries in Lingerie StoresFrench lingerie brand Simone Pérèle yesterday added to Myer managing director Dawn Robertson’s woes with the decision to cut its ties with the retailer and sign an exclusive stockist deal with David Jones.
David Jones’s general manager of apparel, Colette Garnsey, said the decision would give a “substantial boost” to Pérèle’s sales at the department store, which grew by more than 10 per cent last year and are believed to total more than $3 million a year.
A spokesman for Myer dismissed Pérèle’s decision as just part of the normal retailing environment. “Ultimately [it] makes no difference to our business - the Pérèle brand was certainly not one of the top performing brands like Elle, Berlei, Triumph, Bonds, or Bendon,” he said.
“The fact is this was a brand that we’ve had some issues with over quite an extended period of time so we’ll simply use the space in our stores for better performing, more sought after products.”
David Jones’s policy of developing mini-stores within the department store format has proved popular, and Simone Pérèle is planning to open seven new concept areas within David Jones’ stores. Earlier this year, Polo Ralph Lauren spent $1 million on revamping its mini-store within David Jones’ flagship shop in Sydney.
