David Jones (ASX: DJS) announced today that it has signed an exclusive deal with UK women's brand Phase Eight, the clothing company of choice for the Duchess of Cambridge and her sister, Pippa Middleton.
Phase Eight has gained national and international acclaim, and is the best-selling womenswear brand in three major UK department stores. Overall, Phase Eight enjoys 196 department store concessions, as well as 106 stand-alone stores.
With this exclusive agreement for Aussies, David Jones takes another large leap in its strategy to pull customers specifically to its stores. The brand will debut in two David Jones' flagship stores in Sydney in January, following the lead of other international clothing lines' department store agreements. Similar brands Zara and TopShop also entered Oz through department stores, and Phase Eight is keen to introduce its clothing to "a completely new customer," according to Commercial Director Ben Barnett.
This will be Phase Eight's first entry into Asia-Pacific markets, although the brand has already enjoyed expansions throughout Europe and the Middle East.
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Motley Fool contributor Justin Loiseau has no position in any stocks mentioned in this article. You can follow him on Twitter @TMFJLo.
