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Company > David Jones: Business Model, SWOT Analysis, and Competitors 2023

David Jones: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 09, 2023

Inside This Article


    In this blog article, we will delve into an analysis of David Jones, a renowned Australian department store. We will start by examining its business model, exploring the strategies and tactics that have contributed to its success. Additionally, we will conduct a SWOT analysis to evaluate the company's strengths, weaknesses, opportunities, and threats. Lastly, we will identify and discuss the key competitors in the retail industry, providing insights into how David Jones can maintain its competitive edge in the year 2023.

    What You Will Learn:

    • Who owns David Jones and the significance of its ownership in relation to its operations and strategies.
    • The mission statement of David Jones and how it guides the company's overall vision and goals.
    • The various ways in which David Jones generates revenue and sustains its business through its core operations and business model.
    • An in-depth explanation of the David Jones Business Model Canvas, highlighting its key components and how they contribute to the company's success.
    • An understanding of the major competitors of David Jones and how they pose challenges and opportunities for the company.
    • A comprehensive SWOT analysis of David Jones, examining its strengths, weaknesses, opportunities, and threats in the market.

    Who owns David Jones?

    The history of David Jones ownership

    David Jones, one of Australia's oldest and most iconic department stores, has undergone several changes in ownership throughout its long history. Understanding the journey of ownership sheds light on the store's evolution and its current position in the market.

    The founding years

    David Jones was originally established in 1838 by David Jones himself, who opened a small retail store in Sydney's George Street. The business quickly gained a reputation for quality and became a popular shopping destination for the city's residents. Over the years, David Jones expanded its operations, opening more stores across Australia and solidifying its status as a leading department store.

    The takeover by Woolworths Holdings Limited

    In 2014, David Jones caught the attention of South African retail group Woolworths Holdings Limited (unrelated to the Australian supermarket chain Woolworths). With a strong desire to expand their international presence, Woolworths Holdings made a successful bid to acquire David Jones for a reported AUD 2.1 billion. This acquisition marked a significant turning point in the store's ownership, as it became a subsidiary of the South African conglomerate.

    The impact of foreign ownership

    The acquisition by Woolworths Holdings sparked mixed reactions among Australian consumers, industry experts, and stakeholders. Some skeptics expressed concerns about the potential influence of foreign ownership on the store's identity and product range. However, Woolworths Holdings made assurances that it would maintain David Jones' heritage and commitment to offering high-quality products and exceptional customer service.

    Current ownership structure

    As of today, Woolworths Holdings Limited remains the owner of David Jones. However, the department store has witnessed some internal changes within the parent company. In 2020, Woolworths Holdings announced its intention to merge David Jones with its other Australian retail subsidiary, Country Road Group. This merger aimed to streamline operations and create synergies between the two entities, ultimately strengthening their position in the highly competitive Australian retail market.


    The ownership history of David Jones demonstrates the store's resilience and adaptability in an ever-changing retail landscape. From its humble beginnings as a small retail store to becoming a subsidiary of Woolworths Holdings Limited, David Jones has maintained its status as a renowned Australian department store. While the impact of foreign ownership has raised some concerns, the commitment to preserving the store's heritage and delivering exceptional customer experiences remains at the forefront of its operations.

    What is the mission statement of David Jones?

    The Mission Statement of David Jones: A Commitment to Exceptional Quality and Customer Experience

    David Jones, a renowned Australian department store, has been a staple in the retail industry for over 180 years. With such a rich history, it is no surprise that the company holds a clear and compelling mission statement that guides its operations and serves as a compass for its future endeavors.

    The mission statement of David Jones is centered around two key pillars: exceptional quality and customer experience. These pillars are at the heart of everything the company does, from the products it offers to the service it provides.

    Exceptional Quality

    David Jones prides itself on offering a curated selection of products that exude excellence and craftsmanship. The company is committed to ensuring that every item available in its stores or online meets the highest standards of quality. This dedication to exceptional quality can be seen across all product categories, whether it's fashion, beauty, homeware, or food.

    By carefully curating its offerings, David Jones aims to provide its customers with a sense of trust and confidence in the products they purchase. Whether it's a designer dress, a piece of furniture, or a gourmet food item, customers can expect nothing less than the best when shopping at David Jones.

    Customer Experience

    In addition to offering exceptional quality, David Jones places great emphasis on creating a memorable and enjoyable shopping experience for its customers. The company understands that shopping is not just about acquiring products; it is an experience that should delight and inspire.

    To achieve this, David Jones ensures that its stores are inviting and beautifully designed, creating an atmosphere that elevates the shopping experience. The company also invests in training its staff to provide attentive and knowledgeable service, ensuring that customers receive the assistance they need in a friendly and professional manner.

    Moreover, David Jones recognizes the importance of staying relevant in the digital age. The company has made significant investments in its online platform, providing customers with a seamless and convenient shopping experience from the comfort of their homes.

    A Harmonious Blend

    The mission statement of David Jones harmoniously combines its commitment to exceptional quality with its dedication to creating an unparalleled customer experience. By prioritizing both pillars, the company aims to establish itself as a leading retailer that customers trust and return to time and time again.

    In summary, the mission statement of David Jones is a testament to its unwavering focus on delivering exceptional quality products and providing a memorable customer experience. By staying true to these values, the company has cemented its position as an iconic brand in the Australian retail landscape.

    How does David Jones make money?

    Retail Sales

    One of the primary ways that David Jones generates revenue is through its retail sales. As a department store, it offers a wide range of products across various categories, including fashion, beauty, home, and food. Customers can shop both in-store and online, providing multiple channels for sales. The company partners with numerous high-end brands and designers, ensuring a diverse and desirable product selection.

    Exclusive Brands and Collaborations

    David Jones also leverages its reputation and market presence to collaborate with exclusive brands and designers. These collaborations often result in limited-edition collections or product lines that are exclusively available at David Jones. By offering unique and sought-after products, the company attracts customers who are willing to pay a premium, thereby boosting its revenue.

    Loyalty Program

    The David Jones loyalty program, known as the David Jones Rewards, plays a significant role in generating revenue. Customers who sign up for the program receive various benefits, such as exclusive discounts, special offers, and access to exclusive events. In return, members earn points for every purchase they make, which can later be redeemed for discounts or other rewards. This program not only encourages customer loyalty but also incentivizes repeat purchases, contributing to the company's overall revenue.

    Financial Services

    David Jones has also ventured into the financial services sector, offering various credit card options to its customers. By providing credit facilities, the company generates revenue through interest charges and fees associated with these financial products. Additionally, the credit cards often come with exclusive perks and benefits for cardholders, further driving customer loyalty and increasing the likelihood of repeat purchases.

    Real Estate

    Another avenue through which David Jones generates income is through its real estate portfolio. The company owns numerous prime retail locations across Australia, which it may lease out to other retailers or businesses. By renting out these properties, David Jones earns rental income, which adds to its overall revenue stream. Additionally, the company can potentially profit from property appreciation in the long term.

    E-commerce and Online Sales

    As the retail industry continues to evolve, David Jones has embraced the online marketplace. The company operates an e-commerce platform, allowing customers to browse and purchase products online. By expanding its digital presence, David Jones taps into the growing trend of online shopping, attracting customers who prefer the convenience of shopping from home. E-commerce sales contribute significantly to the company's revenue, particularly as online shopping becomes increasingly popular.

    David Jones Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps businesses visualize and analyze their business model. It provides a framework for understanding the key components of a business and how they interact with each other. Developed by Swiss business theorist Alexander Osterwalder, the Business Model Canvas has gained widespread popularity due to its simplicity and effectiveness.

    The Components of David Jones' Business Model Canvas

    David Jones, a well-known Australian department store retailer, has a business model that can be analyzed using the Business Model Canvas. Let's take a closer look at the key components of David Jones' business model canvas:

    1. Customer Segments: David Jones serves a diverse range of customer segments, including both men and women, across various age groups and income levels. They cater to customers seeking high-quality fashion, beauty products, homewares, and food.

    2. Value Proposition: David Jones offers a curated selection of premium products that appeal to customers looking for luxury, exclusivity, and quality. They emphasize personalized customer service, exclusive collaborations with renowned brands, and a seamless shopping experience.

    3. Channels: David Jones operates through multiple channels to reach its customers. These channels include physical stores, an online platform, and mobile applications. The omnichannel approach ensures convenience and accessibility for customers.

    4. Customer Relationships: The company strives to build strong and long-lasting relationships with its customers. They achieve this through personalized services, loyalty programs, and targeted marketing campaigns. David Jones aims to provide a unique and memorable experience that keeps customers coming back.

    5. Revenue Streams: David Jones generates revenue through various sources, including the sale of products, commissions from brand partnerships, and rental income from leasing space to other businesses. They also offer additional services such as personal shopping and styling, which contribute to their revenue stream.

    6. Key Resources: David Jones' key resources include their physical stores, online platform, inventory of products, technology infrastructure, and a skilled workforce. These resources are crucial for delivering their value proposition and maintaining customer satisfaction.

    7. Key Activities: The company engages in key activities such as product sourcing, inventory management, marketing and advertising, customer service, and store operations. These activities are essential for running the business smoothly and delivering value to customers.

    8. Key Partnerships: David Jones collaborates with various brands, designers, and suppliers to offer a wide range of products. They also partner with financial institutions and loyalty program providers to enhance the customer experience. These partnerships help David Jones strengthen its value proposition and expand its offerings.

    9. Cost Structure: The cost structure of David Jones includes expenses related to store operations, marketing and advertising, employee salaries, inventory management, and technology infrastructure. They also incur costs associated with maintaining their physical stores and online platforms.


    Understanding the Business Model Canvas of David Jones provides valuable insights into how the company creates, delivers, and captures value. By analyzing the key components of their business model, we can see how David Jones differentiates itself in the highly competitive retail industry and maintains its position as a leading department store.

    Which companies are the competitors of David Jones?

    Major Competitors

    David Jones, an Australian luxury department store chain, faces fierce competition from several companies in the retail industry. Here are some of its major competitors:

    1. Myer

    Myer is another prominent Australian department store chain that competes directly with David Jones. Similar to David Jones, Myer offers a wide range of products, including fashion, beauty, homewares, and electronics. Both retailers aim to attract customers seeking high-quality products and exceptional customer service. Myer operates numerous stores across Australia, providing customers with a convenient shopping experience.

    2. Harvey Norman

    Harvey Norman is a leading Australian retailer with a diverse product range, including electronics, furniture, bedding, and appliances. Although it differs from David Jones in terms of specialization, Harvey Norman competes for a similar customer base. The company's extensive network of stores, along with its strong online presence, poses a significant challenge to David Jones.

    3. Kmart

    While Kmart may not directly compete with David Jones in the luxury segment, it is worth mentioning due to its popularity and broad customer base. Kmart offers affordable, trendy products across various categories, such as clothing, homewares, and toys. Although their target markets may differ, Kmart's competitive pricing and widespread appeal can still impact David Jones' sales, particularly for customers seeking budget-friendly options.

    Online Competitors

    In addition to these brick-and-mortar competitors, David Jones also faces intense competition in the online space. E-commerce giants and niche online retailers have emerged as significant challengers in the Australian retail market. Here are a few notable online competitors:

    1. Amazon Australia

    Since its launch in 2017, Amazon Australia has rapidly gained popularity among Australian shoppers. With an extensive range of products and competitive prices, Amazon offers a convenient online shopping experience. Its vast customer base and efficient logistics pose a significant threat to traditional retailers like David Jones, compelling them to enhance their online presence and improve their delivery and customer service capabilities.

    2. The Iconic

    The Iconic is a well-established online fashion retailer in Australia. It offers an extensive selection of clothing, shoes, and accessories from various brands, catering to different styles and budgets. With fast and reliable delivery, easy returns, and a user-friendly website, The Iconic has become a go-to destination for online fashion shopping, competing directly with David Jones' fashion offerings.

    3. ASOS

    ASOS, a UK-based online retailer, has gained a strong foothold in the Australian market. Specializing in fashion and beauty products, ASOS offers an extensive range of trendy and affordable items, attracting a wide customer base. With its global reach and competitive pricing, ASOS poses a significant threat to David Jones' fashion sales, particularly among younger and fashion-forward consumers.

    In conclusion, David Jones faces competition from both traditional brick-and-mortar retailers such as Myer and Harvey Norman, as well as online giants like Amazon Australia and niche online fashion retailers like The Iconic and ASOS. To stay competitive, David Jones must continually adapt its strategies to meet the evolving demands of customers in the ever-changing retail landscape.

    David Jones SWOT Analysis


    1. Strong brand reputation: David Jones has been a trusted and well-known brand in the Australian retail industry for over 180 years. The company has built a strong reputation for offering high-quality products and exceptional customer service.

    2. Extensive product range: David Jones offers a wide range of products across various categories including fashion, beauty, homeware, and food. This extensive product range attracts a diverse customer base and allows the company to cater to different consumer preferences and trends.

    3. Prime store locations: The company has strategically positioned its stores in prime locations, such as major cities and shopping centers, making it easily accessible for customers. This ensures higher footfall and visibility, increasing the potential for sales.

    4. Strong online presence: David Jones has successfully established itself in the e-commerce space, with a user-friendly website and a seamless online shopping experience. This has allowed the company to tap into the growing online shopping trend and reach a wider customer base.


    1. High prices: One of the main weaknesses of David Jones is its high pricing strategy. The company positions itself as a premium brand, which may deter price-sensitive customers from making purchases. This can result in lost sales opportunities to competitors offering similar products at lower prices.

    2. Competitive market: The retail industry in Australia is highly competitive, with numerous players offering similar products and services. This poses a challenge for David Jones to differentiate itself and maintain market share amidst intense competition.

    3. Limited international presence: While David Jones has a strong presence in the Australian market, its international presence is limited. This restricts the company's growth opportunities and may hinder its ability to tap into global markets and benefit from international expansion.


    1. Expansion into new product categories: David Jones can explore opportunities to expand its product offerings into new categories. For example, it can consider introducing more sustainable and eco-friendly products to cater to the growing demand for environmentally conscious options.

    2. Partnerships with local designers: Collaborating with local designers can help David Jones enhance its product range and differentiate itself from competitors. By showcasing unique and exclusive designs, the company can attract fashion-forward customers and strengthen its brand image.

    3. Embracing omnichannel retail: Investing in omnichannel retail strategies can provide David Jones with a competitive advantage. By seamlessly integrating its physical stores with its online platform, the company can offer customers a unified shopping experience and increase customer loyalty.


    1. Economic downturn: Economic fluctuations, such as recessions or downturns, can impact consumer spending and lead to decreased sales. David Jones may face challenges in maintaining profitability during such periods, especially if customers become more price-conscious.

    2. Changing consumer behavior: Rapid changes in consumer preferences and shopping behavior, such as the shift towards online shopping and the rise of fast fashion, can pose threats to David Jones. The company needs to continually adapt its strategies to meet evolving customer expectations.

    3. Increased competition from international retailers: The entry of international retailers into the Australian market poses a threat to David Jones. These global players often have extensive resources and may offer competitive pricing and a wider range of products, potentially attracting customers away from David Jones.

    Key Takeaways

    • David Jones is owned by Woolworths Holdings Limited, a South African retail company.
    • The mission statement of David Jones is to provide customers with a premium shopping experience by offering a wide range of products and exceptional service.
    • David Jones generates revenue through the sale of various products including fashion, beauty, home goods, and food.
    • The Business Model Canvas of David Jones consists of key elements such as value proposition, customer segments, channels, customer relationships, revenue streams, key activities, key resources, and key partnerships.
    • Competitors of David Jones include other high-end department stores such as Myer, Harvey Nichols, and Saks Fifth Avenue.
    • In terms of SWOT analysis, David Jones' strengths include a strong brand reputation and a wide product range, while weaknesses include high competition and reliance on a physical retail presence. Opportunities for growth lie in online sales and expanding into new markets, but threats include economic downturns and changing consumer preferences.


    In conclusion, David Jones is owned by Woolworths Holdings Limited, a South African retail company. The mission statement of David Jones is to provide customers with the best range of international and Australian brands across fashion, beauty, and home.

    David Jones makes money through various revenue streams, including the sale of fashion, beauty, and home products, as well as services like personal shopping, styling, and alterations. They also generate income from the rental of retail space within their department stores.

    The Business Model Canvas of David Jones can be summarized as a customer-centric approach, focusing on delivering a premium shopping experience and curating a wide range of high-quality products. This includes maintaining strong relationships with suppliers and offering exclusive collaborations. Additionally, David Jones aims to create an omni-channel retail environment, integrating online and physical stores seamlessly.

    As for competitors, David Jones faces stiff competition from other department stores like Myer, as well as specialty fashion retailers such as Zara, H&M, and Uniqlo. These companies offer similar products and services, and therefore, pose a challenge to David Jones' market share.

    Conducting a SWOT analysis of David Jones reveals that their strengths lie in their established brand reputation, strong supplier relationships, and extensive range of products. However, they also face weaknesses such as high operating costs and a reliance on physical stores. Opportunities for growth include expanding their online presence and entering new markets, while threats include increasing competition and changing consumer preferences.

    Overall, David Jones continues to navigate the retail landscape by staying true to their mission, adapting their business model to meet evolving customer needs, and effectively addressing the challenges posed by competitors and market dynamics.


    What is the threat of new entrants for David Jones?

    The threat of new entrants for David Jones, an Australian department store, can be analyzed using Porter's Five Forces framework.

    1. Capital requirements: The retail industry, including department stores, requires significant capital investments for setting up physical stores, developing an online presence, and maintaining inventory. This acts as a barrier for new entrants who may not have the financial resources to compete with established players like David Jones.

    2. Economies of scale: Established retailers like David Jones benefit from economies of scale, which allow them to purchase inventory in bulk and negotiate better deals with suppliers. This reduces costs and increases their competitiveness. New entrants would struggle to achieve similar economies of scale, making it difficult for them to match the pricing and assortment offered by David Jones.

    3. Brand loyalty and reputation: David Jones has built a strong brand reputation and customer loyalty over many years of operation. This makes it challenging for new entrants to attract customers away from established players. Customers may be hesitant to switch to a relatively unknown brand or may have strong preferences for David Jones due to its reputation for quality and service.

    4. Supplier relationships: Established retailers like David Jones have long-standing relationships with suppliers, giving them access to exclusive deals, discounts, and preferred terms. New entrants would need to invest time and effort to build similar relationships, which may be difficult to achieve in the early stages of their operations.

    5. Online presence: In recent years, the growth of e-commerce has become crucial for retailers. David Jones has invested significantly in developing its online platform and integrating it with its physical stores. New entrants would need to invest heavily in technology and logistics to establish a competitive online presence, posing a challenge for their entry into the market.

    Overall, the threat of new entrants for David Jones is relatively low due to the significant barriers to entry posed by capital requirements, economies of scale, brand loyalty, supplier relationships, and the need for a strong online presence.

    Is SWOT analysis outdated?

    No, SWOT analysis is not outdated. It is still widely used in strategic planning and decision-making processes by businesses and organizations of all sizes. SWOT analysis provides a structured framework to assess an entity's strengths, weaknesses, opportunities, and threats, helping to identify key areas for improvement and potential risks. While there are other analytical tools available, SWOT analysis remains a valuable and effective tool in many contexts.

    What is a good company to do a SWOT analysis on?

    There are several companies that can be considered for a SWOT analysis, depending on your interests and industry. Here are a few suggestions:

    1. Apple Inc.: Apple is a technology giant known for its innovative products and strong brand loyalty. Analyzing its strengths, weaknesses, opportunities, and threats can provide insights into the highly competitive tech industry.

    2. Tesla Inc.: Tesla is a leading electric vehicle manufacturer and sustainable energy company. Conducting a SWOT analysis on Tesla can shed light on its unique market position, technological advancements, and challenges faced in the automotive industry.

    3. Amazon.com Inc.: Amazon is the world's largest online retailer, providing a wide range of products and services. Analyzing Amazon's strengths, such as its vast customer base and efficient logistics, along with the threats it faces from competitors, can provide valuable insights into the e-commerce industry.

    4. Coca-Cola Company: Coca-Cola is a global beverage company with a strong brand presence. Conducting a SWOT analysis on Coca-Cola can help understand its market position, distribution network, and potential risks arising from changing consumer preferences.

    5. Airbnb Inc.: Airbnb is a popular platform that connects travelers with hosts offering short-term rentals. Analyzing Airbnb's strengths, like its disruptive business model and extensive global network, along with the challenges it faces from regulations and competition, can provide insights into the sharing economy.

    Remember, when choosing a company for a SWOT analysis, consider your familiarity with the industry and the availability of relevant data to support your analysis.

    How do you check SWOT analysis?

    To check a SWOT analysis, follow these steps:

    1. Identify the purpose: Determine the objective of conducting the SWOT analysis. Understand why it is being done and what you want to achieve through it.

    2. Review the data: Examine the information and data gathered for the SWOT analysis. Ensure that the data is accurate, relevant, and up-to-date. Consider whether any additional information is required.

    3. Evaluate strengths: Assess the identified strengths and determine if they are truly advantageous for the organization. Consider if they align with the organization's goals and if they can be sustained in the long term.

    4. Analyze weaknesses: Examine the weaknesses identified and evaluate their impact on the organization's performance. Determine if they can be addressed, minimized, or turned into strengths.

    5. Assess opportunities: Evaluate the opportunities identified in the SWOT analysis. Consider their feasibility, potential benefits, and alignment with the organization's capabilities and resources.

    6. Consider threats: Analyze the threats identified and evaluate their potential impact on the organization. Assess the organization's ability to mitigate or overcome these threats.

    7. Validate findings: Review the SWOT analysis findings as a whole and ensure they are logical and consistent. Consider the interrelationships between strengths, weaknesses, opportunities, and threats, and analyze how they influence each other.

    8. Seek feedback: Share the SWOT analysis with relevant stakeholders, such as employees, managers, or external consultants. Gather their feedback and perspectives to ensure a comprehensive evaluation.

    9. Revise if necessary: If any discrepancies or gaps are identified during the review process, revise the SWOT analysis accordingly. Update or modify the findings and recommendations based on the feedback received.

    10. Use as a basis for action: Finally, use the validated SWOT analysis to develop strategies and action plans. Leverage the strengths, minimize the weaknesses, capitalize on the opportunities, and mitigate the threats to achieve the organization's objectives.

    Regularly reviewing and updating the SWOT analysis is important as the business environment evolves. This ensures that it remains relevant and effective for guiding decision-making and strategy development.

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