Myer announces exclusive partnership with Aesop
The move comes on the heels of David Jones’ decision to take Country Road, Mimco and Politix concessions out of Myer department stores and make the concessions available exclusively at its own department stores.
Both David Jones and Country Road Group – which includes Country Road, Witchery, Trenery, Mimco and Politix – are part of South Africa’s Woolworths Holdings.
Retailers have long sought exclusive partnerships with brands to draw customers into stores and differentiate from rivals.
“Myer is the ultimate beauty destination in the Australian market and the announcement of this exclusive partnership with Aesop adds further strength to our already compelling beauty and grooming offer,” Myer’s group general manager of cosmetics Sue Price said.
“Aesop is now available in eleven of our stores and online. We have just opened four new counters, and we will expand the brand into additional Myer stores over the coming months, each with its own unique interior design.”
Aesop will open three additional counters across the country in Myer’s Chermside and Maroochydoore stores in 2018 and Myer Garden City in Perth in 2019.
Knowledgeable Aesop consultants will be available at each of the brand’s counters to demonstrate formulations and to offer personalised skin care recommendations.
Aesop has been contacted for comment, and this story will be updated should they respond.
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