Myer adds 25 new fashion brands to attract younger Australian shoppers

Australian department store Myer is introducing more than 25 new womenswear brands, both local and international, as part of a major fashion reset aimed at younger consumers. The rollout, scheduled for later this month, includes Australian labels such as Effie Kats, Acler, Significant Other and Aston Studios, as well as heritage brand Oroton and international names like the UK label Aligne and US activewear label Varley. Myer chief merchandise officer Belinda Slifkas said the department has been "completely revitalised" with a curated mix of premium labels, while executive chair Olivia Wirth emphasized the need to stay relevant for customers under 40. The move follows a period of weak earnings, a reported 0.3 % revenue lift, and a 55 % drop in Myer’s share price over the past year, as the retailer battles low consumer confidence and a $48 million distribution‑centre issue. Designers are also shifting from rival David Jones, with several brands signing exclusive agreements with Myer, signalling a broader shift in Australia’s department‑store landscape.