David Jones has unveiled a new luxury menswear offer at its Bourke Street store in Melbourne, bringing 20 new brands, made-to-measure suit-fittings and complimentary styling services to market.

The launch is part of the broader redevelopment of David Jones’ Victorian flagship, which kicked off with the opening of a new luxury womenswear floor in April. The project comes nearly three years after the retailer overhauled its Elizabeth Street flagship in Sydney. International luxury labels, such as Versace, Dolce & Gabbana, Alexander McQueen, Balmain, Montblanc and Bally, and Australian suiting brand MJ Bale, are among the 20 new brands on offer in the store. Previously located in a separate building across the street from the women’s department, David Jones’ menswear offer in Melbourne is now on levels four and five of the main flagship store.

The new offer is all about making the shopping experience easy for the customer. In the shoe section, for instance, additional sizes are kept in reserve in the middle of the floor, so staff can quickly bring customers different sizes to try on, and checkouts have been moved to more central locations. 

Dwell zones have been added to create space for activations throughout the year.

For the launch, customers could watch a motorbike build demonstration from Deus Ex Machina, receive a wet shave, participate in a whiskey tasting and enjoy grazing platters.  There are also personal shopping suites where customers can get complimentary advice from David Jones’ expert team of personal shoppers and stylists.