David Jones on Friday opened to the public the seventh floor of its Elizabeth Street flagship redevelopment, which is entirely dedicated to women’s shoes.

The floor features shoes from exclusive international luxury brands such as Chanel, Louis Vuitton, Gucci, Valentino and Christian Louboutin, as well as new-to-the-Australian market Roger Vivier, alongside more affordable offerings from brands such as Wittner and Midas, in a unique, 3000 purpose-designed and built designer shoe setting.

The high price tags are a key factor for the business, which was forced to book a $712 million write down earlier this year amid lacklustre sales.

“Level seven will be home to 85 of the world’s leading brands, many of which are department store exclusive and new to David Jones, providing our customers with an unrivalled offering and experience housed in a one of a kind, world class location,” David Jones chief executive David Thomas said.

“We have over 50 team members for our new luxury shoe floor comprising footwear experts and a number of new employees that have worked in leading speciality footwear and retail businesses both locally and internationally.”

Styled after global luxury offerings, the floor, dubbed “shoe heaven”, is part of the department store’s efforts to make its Elizabeth Street flagship an internationally renowned destination.

“If we think of great international cities, you think of London; New York; Paris; Tokyo. Each of them has a unique and special department store experience that speaks to the culture in which they operate,” Thomas said.

Earlier this year, the department store collaborated with Disney on a floor dedicated to kids.

“Creating a very intimate and fun environment is critical to bringing people into the physical space, and creating something that other competitors, and online, can’t create,” said Thomas.

“It’s sensory magic.”

David Jones announced the $200 million redevelopment of its Elizabeth Street flagship earlier this year in the hopes it would serve as a “shining beacon” for the struggling business.

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