The Daily Edited makes its mark on DJs
Online leather accessories retailer, The Daily Edited, has popped up inside department store David Jones, as established retailers continue to open their doors to start-ups.
The store is located in a new pop up concept space David Jones has introduced on the lower ground level of its Elizabeth Street store in Sydney, aptly named the ‘pop down shop.’ The space will be a permanent fixture in the store and will allow for both existing vendors and outside brands to showcase a select offering of products.
The Daily Edited pop up space has been designed exclusively by celebrity interior designer and Block judge, Darren Palmer, and will offer the full line of The Daily Edited products.
A range of leather goods are on offer including wallets, totes, phone covers, clutch bags, laptop cases and travel accessories, which can all be monogrammed with letterpress gold or silver foil initials.
In November 2015, Mon Purse moved into Myer’s Sydney and Melbourne flagships, setting up a pop for customers to monogram leather accessories in the lead up to Christmas.
Short term collaborations between young and old retailers allow bricks and mortar players to increase foot traffic with a fresh offer, while e-retailers gain access to a new sales channel, and importantly, wider brand awareness.
“Personalisation is a massive trend right now with consumers wanting to be able to give a gift or buy a product that is unique and thoughtful,” said Damian Burke, David Jones general manager accessories.
“The Daily Edited is a brand that our customers are already familiar with and we think this will be a fantastic offering within our pop down shop.”
Yay and we are live from 9.30am at David Jones, LG floor at Elizabeth St, Sydney. #tdemonogram #tdexdavidjones A photo posted by thedailyedited (@thedailyedited) on
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