Myer has secured a department store exclusive with the launch fast growing and affordable Australian clothing and accessory brand for women, Forever New.
As Myer exited the Topshop line in the last few weeks and quietly culled all Topshop space within its shop floors, it looks like the retailer has successfully found a newcomer for the space – Forever New.
Myer says it is continuing to evolve the New Myer brand and fashion story to show newness across its most wanted brands and designers, that it says will inspire and create a halo that attracts both fashion forward and price savvy customers.
Forever New will be a welcome addition to the Myer stable of brands, and strengthen its fashion offering to customers, according to Karen Brewster, Myer’s executive general manager merchandise.
“We are confident that our loyal Myer customers will be excited by the launch of Forever New and we look forward to offering their fashion forward and inspirational new spring collections in selected Myer stores in August.”
The news comes just in time for Myer’s key womenswear trading period – the spring racing carnival. “With more inspiring brands in our mix our relevance to customers will increase, and we can harness our customer’s passion for our brand.”
Forever New will be available in three Myer stores; Northland (Victoria), Pacific Fair (Queensland) and Adelaide (South Australia) from August with a further rollout to three additional stores in the coming months.
In addition to Forever New, additional brands joining the Myer designer portfolio for Summer 2017 include: contemporary French fashion label The Kooples, with its is sister brand Zadig & Volataire to join suit as well. In addition, We Are Kindred and Adidas womenswear will be launching in Myer in August.