David Jones is taking high-end shopping to the next level with a “digitally enhanced boutique” in Sydney’s waterfront site Barangaroo, according to chief executive Ian Nairn. The boutique, which will be one-tenth of the size of an average DJ’s store, will focus on “concierge service, style advisors and personal shoppers.”

DJs Barangaroo site

L to R: David Jones ambassador, Jessica Gomes; David Jones CEO, Iain Naim; Lendlease head of retail, Gary Horwitz

With an expected population of 38,000 living and working on site and 90,000 people within a ten minute walk, it is the first CBD opening for the upmarket retailer in 16 years, and will be one of the 90 restaurant and retail outlets at Barangaroo.

Lendlease head of retail, Gary Horwitz, said his group was passionate about creating a world class retail destination for Sydneysiders at Baranagaroo.

The new store is expected to open its doors in October 2016.

Note: It has not been made clear if the boutique-style store will be selling appliances or home entertainment products.