July 27th, 2011 
Gabriella Gurner 
VICTORIA Beckham, Lily Allen and Kim Kardashian are headed to Australia – well, their fashion labels that is.
David Jones has announced that it is adding an extra 60 brands to shelves, including a number of celebrity designer labels.
Local fashionistas will soon be able to buy the former Spice Girl’s line of tailored dresses, singer Lily Allen’s Lucy in Disguise line and reality starlet Kim Kardsashian’s accessories collection from the upmarket department store.
Other new labels hitting the shelves include international names like Lanvin, Dries Van Noten and GUCCI jewellery.
It’s all part of David Jones’ attempt to lure cashed up shoppers back into stores after it posted a mammoth drop in sales this year.
David Jones chief executive Paul Zahra said the brand roll-out was all about getting the cash registers ringing again.
“Our focus is on introducing freshness and newness into our business,” Mr Zahra said.
“This is a great opportunity for us to reinforce David Jones’ position as Australia’s fashion authority through our new brand campaign and by continually updating our brand portfolio.”
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