Despite the tough economic climate, David Jones is bucking the trend of stores closing by opening its first Victorian Village format store in Malvern. This morning, David Jones CEO and Managing Director Paul Zahra and Brand Ambassador Megan Gale officially opened the doors to the new store. The Malvern Central store marks the third such shop format for David Jones around Australia, with village stores already opened in Claremont Quarter (WA) in 2011 and Toowong Village (Queensland) in 2012.

David Jones Malvern Central Launch

The village format stores have proved successful with shoppers as they stock a carefully edited version of full line David Jones department stores, particularly focusing on offering David Jones’ signature categories of womenswear, menswear, childrenswear, beauty, homewares, accessories and footwear.

The new village format is 7,500 square meters and will feature a single level store layout housing over 350 of the very best Australian and international brands with over 150 of these brands stocked exclusively at David Jones.

The Malvern store will also incorporate all of the features of the David Jones’ “Next Generation Store” concept which includes new features such as digital charging stations, complimentary customer Wi-Fi, an interactive tweet mirror, customer dwelling areas along with dedicated in-store area to purchase merchandise online and to collect online purchases.

The Malvern store will employ 130 staff, all trained to offer the best customer service to shoppers. A Style advisor will be on hand to assist customers with all their fashion, gift-giving and shopping needs. The Malvern Central store will also feature a gift registry, gift-wrapping station, alteration facilities, children’s shoe fittings and lingerie fittings.

David Jones Malvern Central Launch

Speaking about this new expansion, Zahra says, “Following the successful launch of the David Jones Highpoint store in early March, we are delighted to expand our store portfolio in the Melbourne market, particular in the cosmopolitan, family centric area of Melbourne’s South-East. Our Malvern Central store is our first village format store in Victoria and is especially designed to cater to the everyday needs of customers in this catchment by offering customer service excellence and good value, quality brands across our most popular categories in a contemporary environment. We have created a unique retail concept which I am proud and excited about.”

David Jones’ new store opening comes hot on the heels of Myer’s lower than expected profit announcement this morning. As the retail war once again heats up, David Jones has well and truly gone on the offensive with their new store opening and Next Generation Store concept. Your move Myer.

Images courtesy of AMPR

About The Author

Lisa Teh

Lisa Teh is the Editor-in-chief of, one of Australia's top fashion, beauty and lifestyle resources. She has worked on campaigns with brands including David Jones, Myer, Mecca Cosmetica, Simone Perele, Lenovo and L'Oreal. She recently appeared in Couturing's exclusive Australian Fashion Week reality web series, The Frow, alongside top industry names including Toni Maticevski and Maybelline Creative Director Nigel Stanislaus.

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