David Jones has reintroduced its private-label line of homewares under a single brand name and presence called David Jones Home Collection.
The newly launched SS19 collection, which is now available in all stores and online, is the first to feature the new branding. David Jones first launched a homewares range in 2008.
The collection includes bed linen, tableware, glassware, napery, bakeware and home decor, and now, a single, cohesive brand presence across design, packaging and curation.
The relaunch was many years in the making, according to David Jones’ general manager of home, AV, menswear and kids, Chris Wilson.
“The relaunch of DavidJones Home Collection is a product of many years of meticulous planning and design,” Wilson said.
“Our objective for the SS19 collection has been to reintroduce the range with a versatile, timeless, unified offering, and the result of this is superbly crafted homeware that appeals to our customers’ aesthetic and provides a premium solution for their homes.”
The collecation features a renewed focus on refined detailing and high quality materials, such as natural fibres, clean lines and a modern palette of chalky pastels .
David Jones Home Collection joins the 180-year-old department store’s popular existing private-label ranges, including womenswear, menswear, childrenswear and food.
This story first appeared on our sister site, Inside Retail Australia.