Edgy label's a mainstream Lover now

THE edgy Sydney fashion label Lover had managed to resist the siren call of David Jones for years.

By InvestSMART · 19 Jun 2011

By InvestSMART ·
19 Jun 2011

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THE edgy Sydney fashion label Lover had managed to resist the siren call of David Jones for years.

The label, which began selling its garments at market stalls a decade ago, had always maintained a fierce independence, even while its stocks rose in the fashion world.

But the wooing of the big department store finally paid off.

From next month the label's new summer collection will be stocked in seven David Jones outlets across Australia.

Securing Lover was not easy, said the department store's general manager of womenswear, David Bush.

The label's founders, Susien Chong and Nic Briand, had knocked back the offer several times. "We've been harassing them for some time ... a number of years," Mr Bush said. "But we've taken on, in the last 12 months, quite a varied and fresh stable of newer brands. I think they're excited to be amongst the brands they will be alongside now."

The acquisition is a coup for David Jones in its highly competitive poaching war with Myer, and follows its signing a trio of new names: the Sydney designer Carl Kapp, the Perth label Flannel and Megan Park, of Melbourne.

The department store is still smarting after it lost sass & bide and Fleur Wood to Myer this year.

Both retailers reported declines in their quarterly sales last month as shoppers spent cautiously.

Briand said there were plenty of factors that pushed the design duo to sign on the dotted line.

"We've spent 10 years building Lover in a boutique business, stocking in boutiques, and we've wanted to keep them as well as a department store business, so we needed the demand," he said.

The department store's new signings will feature at the launch of its spring-summer 2011 collection in Sydney on August 3, with fashion ambassador Miranda Kerr confirmed as one of the parade's models.

Winter fashion S Liftout, Page 14

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Frequently Asked Questions about this Article…

What deal did David Jones make with the Sydney fashion label Lover?

David Jones has secured the Sydney label Lover, and from next month Lover's new summer collection will be stocked in seven David Jones outlets across Australia. The signing followed years of negotiation after the label's founders initially resisted department-store offers.

Why did Lover agree to sell into David Jones after operating independently for years?

Lover's founders, Susien Chong and Nic Briand, spent a decade building the brand through market stalls and boutiques and wanted to retain that boutique presence while adding a department-store channel. They said they needed the extra demand to support both businesses, which helped prompt their decision to sign with David Jones.

How does the Lover signing affect David Jones' competition with Myer?

The acquisition of Lover is described as a coup for David Jones in its competitive 'poaching' battle with Myer. It follows other recent signings and helps David Jones replenish desirable labels after losing brands like sass & bide and Fleur Wood to Myer earlier in the year.

Which other fashion brands has David Jones recently signed to its womenswear offering?

Alongside Lover, David Jones recently signed a trio of new names: Sydney designer Carl Kapp, Perth label Flannel and Melbourne's Megan Park. These additions are part of a broader push to bring fresher, varied brands into its womenswear range.

What recent sales trends did David Jones and Myer report, and why does that matter to investors?

Both David Jones and Myer reported declines in their quarterly sales last month as shoppers spent cautiously. For everyday investors, falling quarterly sales highlight the retail sector's sensitivity to consumer spending and the importance of store strategies—like signing sought-after labels—to attract customers.

How did Lover grow its brand before partnering with David Jones?

Lover began about a decade ago selling garments at market stalls and built a boutique business over ten years. The label maintained a fiercely independent profile in the fashion world before agreeing to stock some product through department stores.

Will David Jones showcase its new signings at any upcoming events?

Yes. The department store's new signings will feature at the launch of its spring–summer 2011 collection in Sydney on August 3, with fashion ambassador Miranda Kerr confirmed as one of the parade's models.

What should everyday investors watch for after department stores sign boutique fashion labels?

Investors should monitor whether these signings drive foot traffic and sales—particularly given recent quarterly sales declines—and watch competitive moves between retailers like David Jones and Myer. While the article notes signings can be a coup for a department store, the ultimate impact depends on consumer demand and sales performance.