Following the sale of David Jones late last year, its exclusive partnership with the Country Road Group has come to an end. The Group has today announced its agreement with Myer and will return to its stores starting next month.
In 2018, Country Road Group exited Myer stores across the country and remained in exclusive partnership with David Jones, its sister company under South Africa’s Woolworths Holdings, until now. The Group has announced this major agreement with Myer following David Jones’ $100 million sale in December 2022.
The major agreement will see a rollout of Country Road Group brands into the department stores nationwide. The rollout will initially launch with the introduction of Politix, Witchery and Mimco in selected stores nationally and online from February 2023, soon followed by Country Road and Trenery from July 2023. The full rollout is expected to be completed during 2024.
“Today’s announcement is a clear demonstration of Myer’s attractive retail proposition and reputation of fostering strong, strategic and tailored commercial outcomes that benefit our partners and customers,” said Myer CEO John King. “This new partnership reconfirms Myer’s position as Australia’s leading retail partner with the national reach of our store network, significantly expanded online offer and our leading MYER one loyalty program.
“Many of our customers grew up with the Country Road brand, and we know they will be excited to see it return to our portfolio, alongside Witchery, Trenery, Mimco and Politix.”
This will be the first time women’s clothing brand Witchery will feature at Myer. It is set to launch across 16 stores and online from February 2023, with plans for a further rollout into agreed stores from July 2023. Menswear brand Politix will return to Myer and launch in 11 stores plus online, from February 2023, with plans for a further rollout into agreed stores from July 2023. Mimco will similarily launch in 10 stores plus online, from February 2023, with plans for a further rollout into agreed stores from July 2023. The Country Road brand itself will also return to Myer, with Women’s and Men’s planned to launch in 17 stores plus online from July 2023, with a further rollout into agreed stores in 2024, and Kids and Home being added for the first time with plans to launch online and across 17 key city and regional stores from July 2023. Trenery will not launch until July, with plans to launch in 17 stores plus online and a further rollout into agreed stores in 2024.
Country Road Group CEO, Raju Vuppalapati stated the company is delighted with this agreement. “As an admired Australian lifestyle brand house, showing up where our customers shop is an important strategy. The partnership with Myer, through their store network and online platform, provides an opportunity for our Brands to showcase great products to our core customer,” said Vuppalapati.
“We are delighted that we will be launching Witchery, Politix, Mimco in February 2023 followed by Country Road and Trenery in July 2023.”
Myer hopes the return of Country Road Group indicates an attractive proposition of creating and fostering strong, long-term strategic brand partnerships.
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