David Jones is ramping up its $100 million fine food strategy, announcing plans to open two new concept spaces in the next year.
The first will roll out at Wollongong in October, followed by Malvern Central in Melbourne in March, 2018.
Several stand-alone food stores will open in coming years, as the department store expands from a fashion-first offering to encompass other lifestyle areas.
The majority of product offered at Malvern Central will be under a new premium David Jones Food label, which recently launched at Westfield Bondi Junction in Sydney.
David Jones has culled its range of 14,500 food products back to around 8,500, of which 70% are planned to be private label.
David Jones Food brand makes up 40% of the current offer at its Bondi Junction Food Hall.
The percentage varies across existing food halls, with Malvern Melbourne set to comprise a higher private label lineup.
The revamped offering takes its cues from Switzerland’s Globus, Eataly in New York and La Grande Epicerie under Bon Marche in Paris.