Myer’s loyalty program is booming after fashion chains added

My Nguyen

19th Aug 2025

Myer is reaping the benefits of adding its recently acquired fashion retail chains to its Myer One loyalty program.

Myer’s fashion brands, acquired from Solomon Lew, including Just Jeans, Portmans, and Dotti, have attracted 453,000 new members to Myer One. Members accounted for 79.1 per cent of Myer sales in the first half of 2025, according to The Australian. 

“We know almost 40 per cent of apparel brands’ customers are active Myer One members, and a little over 20 per cent of Myer One members shop at apparel brands, so there’s a lot of opportunity to increase sales,” said Geoff Ikin, Myer’s COO.

“It also provides a step change for apparel brands to leverage the program’s analytical capability, giving greater customer insights and offering new personalisation experiences.”

With a rich data source obtained from acquired fashion brands, the Myer loyalty program is projected to expand beyond traditional Myer department stores, driving stronger sales as program members spend 2.8 times more than non-members.

“This expansion is one of several changes being introduced in the coming months as part of an ambitious plan to grow membership, enhance the program for customers and increase revenue from member spend.”