David Jones to open smaller 'village' store in Malvern Central

David Jones is set to open a small “village store” in Malvern Central Shopping Centre, as part of a strategic direction plan.

The 7,522-square-metre site is about half the size of a full-line DJs outlet, and the village format store is expected to exclude categories such as electronics and furniture. It will be the third "village format" DJs store.

“The village format is geared towards our core customer, particularly women, although it will have a full menswear offer as well,” says David Jones head of retail services Tony Karp.

“Rather than having a watered-down version of our full offer, we’re focusing on our core competencies.”

The announcement comes after the successful trial of village format stores in Western Australia and Queensland.

“Our village format stores are a natural extension of our core business and enable us to leverage our existing merchandise, operating and service capabilities as well as the David Jones brand in attractive demographics, which do not have major shopping centres located within the area,” says David Jones chief executive Paul Zahra.

As part of the deal, owner of Malvern Central Shopping Centre UniSuper has agreed to an extensive renovation of the centre, which will be undertaken early next year.

“David Jones is a contemporary branded department store, and their decision to open a village format store in Malvern Central is a significant boost for both local residents and other retailers at the centre,” says centre manager Anthony Saunders.

DJs will take over a retail space currently occupied by Target.

The village stores contribute $2 million to earnings before interest and tax, compared with $5 million for each of the full-sized David Jones stores.

The Malvern Central village format DJs store is set to open mid-2013.