The dominant storyline of the David Jones collapse has been one of retreat. Luxury brands removed their concession stock within days, shelves were photographed bare and more than 6000 staff face an uncertain Christmas. But a second storyline has been running alongside it, and it has drawn far less attention. Suppliers have told industry figures they are taking a long view. The brands that know the retailer best have, in several cases, chosen not to walk away.

For Bronte co-founder Georgie Gilbert, who started the brand with Camille Peressini, the connection was personal. “David Jones was our first major retail partner, and an iconic Australian business,” she told Inside Retail. “When we launched Bronte, our ambition was to elevate skincare for the body and celebrate products that were proudly Australian-made. David Jones felt like the natural home for that vision.” Gilbert and Peressini founded Bronte in 2025 after careers at Mecca, and Gilbert said they brought an enormous respect for retail and, more importantly, the experience of shopping in person.

The retailer’s beauty floors held a particular significance for the young brand. “There is something truly special about the magic of the David Jones beauty floors,” Gilbert said. “Being ranged alongside brands like The Beauty Chef and Well Co was an exciting milestone for us and a wonderful opportunity to sit within a community of Australian brands that share a passion for innovation and wellbeing.” That community of Australian brands has become one of the administration’s quieter storylines.

Bronte continues to be ranged at David Jones, and Gilbert said she sincerely hoped the administrators could review the business structure, identify a way forward and “solve for the ‘why’ in bricks and mortar retail”.

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