David Jones unveiled the final stage of the $50mn revamp of its Bourke Street flagship store in Melbourne, which includes innovative spaces for luxury brands and a world-class sunglasses destination on the ground floor, as well as a pop-up bar on level two.  It follows the launch of a new luxury menswear offering in July and new luxury womenswear and accessories floor in April, and brings the three-year refurbishment project – the biggest in the history of the Bourke Street store – to a close. David Jones CEO Scott Fyfe said ‘Department stores are big boxes, and you’ve got to have an experience on every floor.’ Like the Sydney store, the Melbourne flagship is firmly focused on the luxury and premium end of the market.

The new sunglasses destination is an example of this, offering the latest collections from the likes of Gucci, Chloe, Balenciaga, Saint Laurent, New Bottega and Chanel.

Beyond the new and improved store environment, David Jones has also started offering fashion resale and rental through partnerships with Blue Spinach and GlamCorner, respectively, and it has stepped up its support for First Nations designers and models. Fyfe is also passionate about making David Jones a more sustainable business. By the end of this year, the retailer will no longer use any plastic bags, saving the equivalent of a 747 in plastic from going to landfill.