Myer

Retailer / private label

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An Australian mid-market to upscale department-store retailer.

Last updated November 3, 2026

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Overview

Myer is one of Australia's best-known department-store retailers. Its stores and online business sell a broad assortment spanning women's, men's and children's apparel; footwear and accessories; cosmetics and fragrance; homewares; furniture; electrical products and connected-home technology; toys; books and stationery; food and confectionery; and travel goods. The chain operates across every Australian state and in one of Australia's two self-governing territories, serving metropolitan and regional customers through a combination of large shopping-centre stores, city locations and digital commerce. The business began in Bendigo, Victoria, where brothers Sidney and Elcon Myer opened their first store on 1 November 1900. Sidney Myer, who had migrated to Melbourne from Belarus in 1899, developed the business from a local drapery store into a national department-store group. Expansion came through new buildings, the acquisition of established regional retailers and the development of a major Melbourne flagship. The Bourke Street business in central Melbourne became the symbolic centre of the group and helped establish Myer as a significant Australian retail institution. Myer expanded aggressively during the twentieth century, acquiring or absorbing department stores in Victoria, South Australia, New South Wales, Queensland and Western Australia. Important additions included Marshall's in Adelaide, McWhirters and Allan & Stark in Queensland, Grace Bros in New South Wales and Boans in Western Australia. In 1968, the company acquired Lindsay's in Geelong and renamed it Target, creating a discount-department-store business that later became part of the wider Coles Myer portfolio. Myer also entered other retail categories, including liquor and fast food, although department stores remained its central identity. In 1985, Myer Emporium merged with GJ Coles & Company to form Coles Myer. Myer and Grace Bros continued as recognizable department-store businesses within that corporate group. During the late 1990s and early 2000s, management attempted to broaden Myer's appeal by lowering prices, increasing stock density and targeting younger shoppers. The approach weakened the distinction between Myer and discount retailer Target, and the company later worked to restore a more differentiated department-store proposition. Grace Bros stores were converted to the Myer name in February 2004. Coles Myer sold Myer in 2006 to a consortium led by Newbridge Capital, with participation by the Myer family. The transaction returned Myer to private ownership and was followed by inventory reduction, store and supply-chain changes, renewed marketing and investment in customer analysis. Myer subsequently returned to the public market in November 2009. Its Melbourne Bourke Street flagship was redeveloped and reopened in 2010, while the historic Lonsdale Street store closed and head office moved to Docklands. The group has also built a portfolio of fashion brands. It acquired Sass & Bide in stages during 2011 and 2013, acquired Marcs and David Lawrence from voluntary administration in 2017, and in 2025 added Premier Investments' Apparel Brands division, comprising Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti. These transactions broadened Myer's exposure beyond department-store retail and made its fashion-brand portfolio an important part of the group. Myer competes most directly with David Jones, while also facing competition from specialty apparel chains, beauty retailers, homewares businesses, discount department stores and online marketplaces. The Myer One loyalty program, introduced in 2004, supports customer retention and personalized promotions. The company temporarily closed its physical stores during the early COVID-19 disruption in 2020 while maintaining online sales and selected collection services. In June 2024, Olivia Wirth became executive chair. Myer remains an active, publicly listed Australian retailer whose strategy combines physic…

History

Myer's history began in Bendigo, Victoria, on 1 November 1900, when Sidney and Elcon Myer opened a drapery store. The brothers expanded locally before entering Melbourne in 1911 through the acquisition of Wright and Neil's drapery business in Bourke Street. A purpose-built Melbourne store opened in 1914, and successive extensions created the large Myer Emporium complex around Bourke, Lonsdale and nearby streets. During the first half of the twentieth century, Myer grew through both organic development and acquisitions. It purchased manufacturing capacity, expanded delivery operations and absorbed established retailers in several states. Acquisitions included Marshall's in South Australia, regional Victorian stores, Queensland businesses such as McWhirters and Allan & Stark, New South Wales retailer Grace Bros and Western Australia's Boans. This expansion made Myer one of Australia's only department-store chains with a presence in every state. After Sidney Myer's death in 1934 and Elcon Myer's death in 1938, Norman Myer led the company until 1956. The group continued to broaden its retail interests. In 1968 it acquired Lindsay's in Geelong and created Target as a discount-oriented department-store chain. In 1983 Myer acquired Grace Bros Holdings, strengthening its New South Wales presence, and in 1984 acquired Boans. The following year Myer Emporium merged with GJ Coles & Company to form Coles Myer. Myer remained a distinct department-store operation within Coles Myer. Around 2000, management moved the stores toward lower prices, greater stock volume and younger customers. This reduced service levels and blurred the distinction between Myer and Target, contributing to weaker customer traffic and transaction performance. A repositioning followed. Under managing director Dawn Robertson, stores were classified according to local socioeconomic characteristics, turnover and growth potential so that merchandise ranges could be tailored by location. Grace Bros stores were rebranded as Myer in February 2004, and the Bondi Junction reopening that year represented a renewed investment in the format. Coles Myer announced a review of Myer's ownership in 2005 and sold the business in 2006 to a consortium led by Newbridge Capital, with participation from the Myer family. The private owners conducted a major clearance and inventory reduction, introduced the Mymerch merchandise-analysis system and refreshed marketing. Jennifer Hawkins became the brand's prominent public face during this period. Myer returned to the Australian Securities Exchange in November 2009. Its redeveloped Bourke Street flagship opened in 2010, and the company's head office moved to Docklands. The modern group has used acquisitions to expand its fashion exposure. Sass & Bide was acquired in stages in 2011 and 2013. Marcs and David Lawrence were acquired in 2017 after entering voluntary administration. In 2024 Myer agreed to acquire Premier Investments' Apparel Brands division, bringing Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti into the group in January 2025 following shareholder approval. Myer also operates the Myer One loyalty program, introduced in 2004, and continues to combine stores, online retail and a portfolio of fashion brands.

2025
Premier Apparel Brands join Myer
[1]Myeren.wikipedia.org
Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti became part of Myer after approval of the acquisition.
2020
Temporary COVID-19 store closure
[1]Myeren.wikipedia.org
Physical stores closed temporarily while online and selected collection services continued.
2017
Marcs and David Lawrence acquired
[1]Myeren.wikipedia.org
Myer acquired the two fashion brands after they entered voluntary administration.
2010
Bourke Street flagship reopens
[1]Myeren.wikipedia.org
The redeveloped Melbourne Bourke Street flagship opened and became the company's principal flagship.
2009
Return to public markets
[1]Myeren.wikipedia.org
Myer listed again on the Australian Securities Exchange.
2006
Divestment from Coles Myer
[1]Myeren.wikipedia.org
A Newbridge Capital-led consortium acquired Myer from Coles Myer.
2004
Grace Bros stores rebranded
[1]Myeren.wikipedia.org
Grace Bros stores were converted to the Myer name.
1985
Merger with GJ Coles
[1]Myeren.wikipedia.org
Myer Emporium merged with GJ Coles & Company to form Coles Myer.
1983
Grace Bros acquisition
[1]Myeren.wikipedia.org
Myer acquired Grace Bros Holdings, significantly strengthening its New South Wales department-store operations.
1968
Target is created
[1]Myeren.wikipedia.org
The company acquired Lindsay's in Geelong and renamed it Target, establishing a discount-department-store chain.
1911
Entry into Melbourne
[1]Myeren.wikipedia.org
Myer acquired Wright and Neil's drapery business in Bourke Street, Melbourne.
1900
First Myer store opens in Bendigo
[1]Myeren.wikipedia.org
Sidney and Elcon Myer opened the first Myer store in Bendigo, Victoria, on 1 November.

Products and positioning

A mid-market to upscale Australian department-store retailer offering broad national-brand, private-label, beauty, fashion and home merchandise.

Department-store retail · 1900
Myer department stores
The core retail format offers fashion, beauty, home, technology, toys, books, food and travel-related merchandise through metropolitan and regional stores across Australia.
Loyalty program · 2004
Myer One
Myer's customer-rewards program, introduced in 2004, supports member benefits, purchase recognition and targeted promotional activity.
Fashion brand
Sass & Bide
An Australian women's fashion label acquired by Myer through a 65 percent purchase in 2011 and acquisition of the remaining interest in 2013.
Fashion brands
Marcs and David Lawrence
Australian fashion labels acquired by Myer in 2017 after entering voluntary administration.
Fashion-brand portfolio
Premier Apparel Brands
The portfolio comprising Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti joined Myer in January 2025 after the acquisition from Premier Investments was approved.

Controversies

2021
Oxfam names fashion brands in its 2021 Naughty or Nice list
In its 2021 Naughty or Nice list, Oxfam named Zara, Jay Jays, Just Jeans, Lorna Jane, Myer and Peter Alexander as failing to be transparent about whether garment workers are paid a living wage. Oxfam also identified brands it said had made commitments or positive steps toward living wages and transparency. The list was reported in November 2021.
Source
2019
Myer and other businesses launch civil claims over Hobart Rivulet flood
Myer and other businesses launched civil actions in the Supreme Court seeking damages related to the 2016 Hobart Rivulet wall collapse and flood. Myer is seeking $4,186,458; the claims name Hutchinson Builders and engineering firms Gandy and Roberts among the defendants. The allegations described in the claims are not reported as court findings.
Source

2006Jennifer Hawkins brand partnership
Australia
Jennifer Hawkins began appearing in Myer campaigns in 2006 and became the retailer's long-running public brand ambassador.
Outcome. Hawkins remained associated with Myer for 12 years and left the role in 2018.
Source
2006History Making Clearance
Australia
Following the change in ownership, Myer ran a large clearance campaign to reduce excess and slow-moving inventory and simplify store operations.
Outcome. The campaign was accompanied by a substantial reduction in inventory and closure of store-specific warehouses.
Source
2004Sydney fashion-parade program
Sydney, Australia
Myer staged fashion events in Sydney, including an open-air Martin Place parade, to increase its profile in the Sydney market and challenge David Jones in fashion.
Outcome. The events generated attention and became part of Myer's renewed Sydney-focused positioning.
Source

Brand decisions

2024
Acquire Premier Apparel BrandsM&A
Background
Myer pursued additional scale and a larger portfolio of Australian fashion labels.
Action taken
Myer agreed to acquire Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti from Premier Investments.
Aftermath
The brands transferred to Myer in January 2025 after shareholder approval; Solomon Lew joined the Myer board as a non-executive director.
New shares issued and capital contribution. A$863.78 million in shares issued; A$82 million contributed by Premier Investments (Announced October 2024)
Source
2011
Acquire Sass & BideM&A
Background
Myer sought to strengthen its ownership of Australian fashion brands.
Action taken
Myer acquired a 65 percent stake in Sass & Bide, then purchased the remaining 35 percent in 2013.
Aftermath
Sass & Bide became part of Myer's fashion-brand portfolio.
Source
2006
Sale to Newbridge-led consortiumM&A
Background
Coles Myer reviewed whether to retain or separate the department-store business.
Action taken
Myer was sold to a consortium led by Newbridge Capital and including the Myer family.
Aftermath
The company returned to private ownership before relisting in 2009.
Transaction value. A$1.4 billion (2 June 2006)
Source
2000
Down-market repositioningStrategy
Background
Management faced lower sales and profits and sought to attract younger and more price-conscious shoppers.
Action taken
Stores reduced service levels, increased stock volumes on the selling floor and introduced more accessible merchandise.
Aftermath
The move blurred Myer's distinction from Target and was followed by a repositioning effort.
Source
1985
Merge with GJ Coles & CompanyM&A
Background
Myer sought greater scale by combining with another major Australian retailer.
Action taken
Myer Emporium merged with GJ Coles & Company to create Coles Myer.
Aftermath
Myer continued as a distinct department-store business within the new retail group until its 2006 divestment.
Source

Recent events

2024
Olivia Wirth becomes Myer executive chair[1]Myeren.wikipedia.org
Leadership change
Olivia Wirth assumed the role of executive chair in June 2024.
2024
Myer agrees to acquire Premier Investments' Apparel Brands division[1]Myeren.wikipedia.org
M&A
Myer announced an agreement to acquire Just Jeans, Jay Jays, Jacqui E, Portmans and Dotti, with the brands transferring to Myer in January 2025 after shareholder approval.
2020
Myer announces temporary closure of physical stores during COVID-19 disruption[1]Myeren.wikipedia.org
Other · Regulation
The retailer announced that all stores would close temporarily from 29 March, while online shopping, delivery and selected click-and-collect services continued.

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