Australian intimates brand Nala has landed a major partnership deal with David Jones.
From February 6, 2025, the brand’s ranges will feature in David Jones stores across Sydney, Melbourne and Brisbane.
According to Nala, this will bring over 90 per cent of its 71 sizes into the department store.
Nala co-founder Chloe de Winter called it a critical moment in the brand’s start-up journey. She and her husband Phillip de Winter launched the brand in 2022.
“The truth is, there is a large group of people that are hesitant to buy a bra online and I get it,” de Winter said. “So being able to offer our customers the chance to go to David Jones and try on our bras, feel the fabric and experience the magic of the products before buying, will be huge. It’ll take our brand to the next level.”
Nala reported that the brand’s core market covers 150,000 Australians, with 70 per cent of their customers being repeat buyers.
The brand sells a wide range of sizes, including A to K cups, band sizes from 8 to 26, and caters to trans and non-binary communities.
“Sure we are proud of our size curve, but more importantly we are proud of how people feel when they wear our products,” de Winter said. “We don’t just offer an 18K for the sake of it. We work tirelessly to perfect that size so that when an 18K person puts on Nala for the first time they feel supported, fierce, empowered, sexy.
“Every time someone engages with Nala, they should be good about themselves. That’s what we’re all about. We know 45 per cent of women avoid bra shopping until necessary because they don’t enjoy it. We’ve brought the joy back to bra shopping and I am so proud of that.”
Nala also pitches towards controversial advertising to generate brand awareness. In 2023, the brand floated a giant inflatable breast down the Yarra River to protest censorship, and launched a world-first bare chest bra fit guide online.
The brand also promoted its recently launched maternity wear by sharing photos of model Simone Holztnagel breastfeeding her baby.