One of Australia’s most iconic brands, the story of David Jones reaches back across decades and generations. It is a story of luxury and fashion, of retail innovation and international connections. A place where the finest luxury products from Australia and around the world were accessible to an ever-growing number of people.

It affectionately became known as ‘The store with a soul.’

Purchased by Woolworths Holdings Limited after many years of strategic and brand direction uncertainty, a strategy was developed to help David Jones recapture its brand prominence, rebuild its market leadership and improve its business performance.

At the strategy’s heart is the need to inspire the people of David Jones to deliver exceptional service and retail experiences. We worked alongside the senior management team to craft a single compelling narrative around this strategy as a means of enlisting the passion and personal buy-in of staff. This new narrative was launched to staff and external stakeholders and will initiate and drive internal communications throughout the business. More importantly it will serve as the foundation to engage staff across the business to help build a culture aligned with the brand – one of passion, excellence, personal focus and leadership.