Myer unveils new look home department in Sydney flagship

With new shop-in-shop destinations.

Last week, Myer officially unveiled its newly refurbished home and electrical department on level five of its flagship Sydney City store.

The department is now home to 20 world-class shop-in-shop destinations covering appliances, cookware and tabletop, from brands including Dyson, De’Longhi, Breville, Scanpan, Le Creuset, Riedel, Fissler, Salt & Pepper, Maxwell & Williams, and Cole & Mason.

Dyson told Appliance Retailer its Australian flagship store-in-store experience at Myer Sydney (pictured below) is one of the company’s largest Dyson demo experiences globally.

“The store-in-store further demonstrates Dyson’s commitment to retail and its ongoing successful partnership locally with Myer.  This is the 13th Dyson store-in-store experience in Australia with further plans to roll-out globally. As well as showcasing Dyson’s latest technologies, the experience enable shoppers to interact with Dyson products, trial and understand them with the support of a qualified Dyson expert, ultimately assisting them to find the products that meet their needs.”

The new De’Longhi shop-in-shop at Myer Sydney City 

Myer general manager – home and entertainment, Dean Australia said, “If customers want the largest choice in homeware brands in Sydney’s CBD, then Myer is the destination.”

Myer Sydney City general manager, Alison Muir added, “We have received a great response from customers and encourage anyone wanting the biggest and best range of homewares, especially in the lead up to Christmas, to visit the store.”

Myer category manager – homewares, Belinda Slifkas, Delicious Editor Kerrie McCallum, Myer general manager – home and entertainment Dean Austin and Foxtel Lifestyle general manager, Wendy Moor.

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