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Woolworths has launched their in-house brand Studio W in Australia, a year after the company acquired David Jones, an Australian luxury department store chain. With the face of the brand, international supermodel Joan Smalls in attendance, Woolies launched Studio W at David Jones’s flagship eight-storey building in Sydney, according to the media release.

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Studio W joins RE: and JTOne, Woolworths’s other private labels, at David Jones, and will be stocked at all 38 David Jones stores, across Australia.

Says Christo Claassen, Managing Director of Clothing & General Merchandise at Woolworths: “The launch of Woolworth’s private brands in David Jones further establishes the business in the Southern Hemisphere and broadens our access to new markets. We’ve ensured that Studio.W maintains consistency across geographies by staying true to the brand’s essence and identity. We’re offering the same, distinct experience to both the South African and Australian consumers and deliver meticulously on fashionability, great quality and a good value proposition. Studio.W is a modern solution for young, urban people and the range is on-trend, easy to put together and surprisingly affordable.”

Woolies must have a thing for Oz because, as you may be aware, Country Road and Trenery are also Australian brands that the local retail giant owns. Personally, I am not mad at that. Country Road, in particular, gives me life!

Kudos, Woolies!

By Sandiso Ngubane