Woolworths launches private brand at David Jones

A year after Woolworths Holdings acquired Australian luxury department store chain David Jones, the retailer has launched its private brand, Studio.W, across all 38 David Jones stores. Studio.W joins the other Woolies private brands, RE: and JTOne, on the David Jones rails, with successive launch events rolling out over the coming weeks.

The launch event for Studio.W was held on Thursday, 20 August, 2015, at David Jones' eight-storey flagship building, which occupies pride of place on Elizabeth Street, Sydney's iconic shopping strip. In attendance were over 200 Australian media, celebrities, customers and fashion cognoscenti including the fashion editors of the Australian editions of Vogue, Marie Claire, Elle, GQ, InStyle, Harper's Bazaar, OK! and Cleo, as well as fashion blogger Margaret Zhang, Olympic swimmer Ian Thorpe and David Jones ambassador Jessica Gomes.

International supermodel and 'face' of Studio.W, Joan Smalls, wowed the audience in an exclusive runway appearance wearing a modern, tailored white suit, proving why she is one of the world's most in-demand models.

A modern solution

Christo Claassen, MD of Clothing & General Merchandise of Woolworths, described the launch as "an exciting time for the business". He said: "The launch of Woolworth's private brands in David Jones further establishes the business in the southern hemisphere and broadens our access to new markets. We've ensured that Studio.W maintains consistency across geographies by staying true to the brand's essence and identity. We're offering the same, distinct experience to both the South African and Australian consumers and deliver meticulously on fashionability, great quality and a good value proposition. Studio.W is a modern solution for young, urban people and the range is on-trend, easy to put together and surprisingly affordable."

Studio.W Woman, Man and Lingerie is available exclusively at Woolworths and David Jones stores.