澳洲两大百货商店Myer和David Jones的竞争局面正在发生转变。自mid-2024年Olivia Wirth担任Myer首席执行官以来，该公司通过品牌组合升级策略，成功吸引了多个澳洲设计师品牌从David Jones转向独家合作[1]。其中包括Acler、Significant Other、Effie Kats和Aston Studios等知名设计师品牌，而R.M. Williams则在九个月前结束了与David Jones的关系[1]。
Myer的转变战略明确瞄准年轻消费者和女装、美容市场。Wirth在解释这一调整时表示，"我们很明显地看到有机会提供更高端的产品，并确保我们与40岁以下消费者的相关性"[1]。为此，Myer月底将新增25个女装品牌，包括Oroton、Ena Pelly和Bayse等[1]，同时独家推出Gap、Topshop、Fenty Beauty和MAC Cosmetics等国际品牌[1]。Myer拥有超1,100万注册用户的Myer One忠诚度计划，为其提供了竞争优势[1]。
然而，两家百货商店的财务状况均不理想。Myer 2025财年销售额达37亿澳元，但亏损2.11亿澳元[1]；David Jones销售额超20亿澳元，亏损9,550万澳元[1]。David Jones还面临供应商支付延迟问题，平均延迟16天（相比行业平均7天），支付周期已延至8周[1]。
Myer is making significant inroads in Australia's competitive department store landscape through a strategic overhaul of its brand portfolio under new CEO Olivia Wirth, who joined the company in mid-2024 [1]. The retailer has successfully recruited exclusive partnerships with several high-profile Australian designer brands that previously operated under David Jones, including Acler, Significant Other, Effie Kats, and Aston Studios [1]. R.M. Williams ended its relationship with David Jones approximately nine months earlier [1], further signaling a shift in market dynamics between the two major retailers.
Myer's strategy centers on attracting younger consumers and expanding its women's fashion and beauty offerings [1]. The retailer plans to add 25 new women's fashion brands by month-end, encompassing labels such as Oroton, Ena Pelly, and Bayse, while also securing exclusive distribution rights for international brands including Gap, Topshop, Fenty Beauty, and MAC Cosmetics [1]. CEO Wirth explained the rationale behind the repositioning, stating: "It became very obvious there was an opportunity for us to have a more elevated offering and to make sure that we had our relevance for that under-40 customer" [1]. Myer's loyalty program, Myer One, boasts more than 11 million registered members [1].
Despite these gains, both retailers posted losses in the 2025 financial year [1]. Myer recorded sales of AUD 3.7 billion with a loss of AUD 211 million, while David Jones generated sales exceeding AUD 2 billion with a loss of AUD 95.5 million [1]. David Jones has faced additional pressures, including supplier payment delays that average 16 days compared with the industry standard of 7 days, with payment cycles extending to 8 weeks [1].