Two well-known Australian brands are teaming up, as a department store giant continues to deal with headwinds presented by a pivot to online shopping.
David Jones' incoming loyalty program will allow shoppers to earn and redeem Qantas frequent flyer points.
Leaders from both companies attended an announcement at the retailers' flagship store in Sydney's CBD on Thursday morning, with David Jones luminaries including model Megan Gale and AFL great Adam Goodes.
David Jones has downsized some of its 41 stores and cut sections as people increasingly shop online, with its business sold for around $100 million in 2023 just a decade after it was purchased for a whopping $2.1 billion.
CEO Scott Fyfe said the move delivered a "solid runway towards future growth" for the 187-year-old business.
"David Jones is focused on being a normal channel curator of the best brands in the world, serving customers through our stores and online," he said.
"The digital proposition that we've launched today with Qantas gives us an opportunity to really accelerate that engagement with customers."
The move into loyalty had always been part of the retailer's strategic roadmap, he said.
"It's a key pillar to know and grow our customers and to have a loyalty scheme connects us more intimately with our customers," Mr Fyfe said.
DJs has not finalised how its loyalty program will work but said customers will be able to choose between receiving their points or Qantas points.
A long-term ambassador for the company, Gale returned as a Friend of David Jones in 2024.
