Fashion the first cut as Myer slashes 100 brands

The nation’s biggest department store Myer is about to send shock waves through the often catty fashion designer community after deciding to dump 100 brands from its stores, coupled with a surprise “spring clean” sale today that could drag the ­entire industry into a cutthroat price war.

Haemorrhaging profits after years of lacklustre spending from downbeat shoppers more interested in frugality than ­extravagance, Myer’s decision to launch a massive promotional sale outside the traditional ­periods, such as the change of seasons or after Christmas, could force ­rivals to follow and cut their own prices to compete.

It comes as new Myer chief executive Richard Umbers prepares to clear the decks at his 67 department stores and introduce brands that he believes will better capture the interest of shoppers following decades of flatlining sales.

It is unclear which of the 100 brands Myer sells will be delisted to make way for new brands, but it is believed the brands extend across women’s and men’s ­apparel, as well as housewares and children’s wear.

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Once the “spring clean” sale is completed Myer will introduce a range of brands including Jack & Jones, Calvin Klein White Label for women and men, Aji and Daniel Avakian.


Mr Umbers, a former executive at Australia Post and ­captain in the British Army, is pushing through a raft of changes at the 115-year-old Myer, including a round of voluntary redundancies unveiled last weekend to create a more flexible workforce that is based around more casual hours than permanent staff.

David Thomas, head of consumer research at investor group CLSA, said his biggest concern with Myer’s business model was too many underperforming stores, rather than its mix of brands.

The moves come as rival David Jones recently increased its sales at double the pace of Myer.