Global shapewear brand Spanx has launched its first Australian residency on level two of David Jones’ flagship department store in Sydney CBD.
The new space will house the brand’s latest autumn/winter collections for women.
“We are excited to launch our first ever apparel focused pop-up in Australia with David Jones,” Spanx VP of global sales Rachelle Lowry said.
“Spanx revolutionised the shapewear industry over 20 years ago, and we are proud to partner with David Jones to bring our expanded assortment, featuring wardrobe essentials that are purpose-built for confidence, to their Sydney flagship store.”
Spanx currently sells to Australia through its online platform, alongside other online platforms including The Iconic, Illusions Lingerie and Myer online.
The new deal with David Jones launched on June 27, and is considered an organic exploration of the Australian form-fit market covering over 50’s to Generation Z.
“David Jones has long been an advocate for shapewear and our commitment to the category continues to grow each season,” David Jones head of womenswear Bridget Veals said. “The launch of the Spanx residency at Elizabeth Street is key to enriching the consumer experience, inspired by our customers and their growing interest in the way shapewear can now be integrated into everyday life.
“We look forward to celebrating this strategic collaboration with our valued community.”
Spanx was founded by Sara Blakely in 2000 and has since expanded to over 50 countries. The brand sells styles across dresses, activewear and swimwear, shapewear and intimates.
The Spanx residency at David Jones runs through to Sunday, July 21.