Department store David Jones has just added Australian fashion label SIR. to its portfolio of Australian designers.
This marks the brand’s first launch into a department store in Australia.
SIR. - which stands for separates, intimates and ready-to-wear - will be available online and in select David Jones stores, including Elizabeth Street, Chadstone, Queensplaza, and Claremont.
The brand will launch into the department store with an edit of its signature prints, key linen pieces, event dresses, and versatile separates.
Founded by Nikki Campbell and Sophie Coote in 2014, the ready-to-wear premium label has since grown to four stores in Queensland, New South Wales, Victoria and Western Australia, and has garnered international attention.
“We founded SIR. with a desire to fill a gap in our own wardrobes with minimal, elevated pieces that you could pop in your suitcase and travel the world with,” the founders said.
“Almost 10 years on, we are thrilled to be partnering with David Jones to continue to grow our label and expand our retail footprint. ”
David Jones executive GM of womenswear, footwear and accessories Bridget Veals welcomed the brand to its mix.
“David Jones prides itself on offering the best and most exclusive brands and considers itself an incubator for Australian design talent,” Veals said.
“We are delighted to welcome SIR. to the David Jones fashion family. This is an exciting addition for our customer base, and SIR. complements our already strong portfolio of Australian brands”.