Blaq market: Myer’s CPO of Exclusive Brands on strategy, expansion and style
Following extensive customer research, Myer has remodelled its exclusive brands, including expanding one popular menswear label into womenswear.
BRANDVOICE – PARTNER CONTENT
Myer has been a defining force in Australian retail for over a century, evolving alongside the needs, tastes and habits of local shoppers. The retailer, which has been operating for more than 125 years, is undergoing the biggest transformation in its history. A key element of this is relaunching the department store’s exclusive brand range. Prime amongst the changes is the expansion of menswear label Blaq into womenswear – broadening a brand known for contemporary tailoring and accessible sophistication.
Making a mark in Australian menswear has never been easy. Aussie men have long favoured casual dressing, prioritising comfort and simplicity. But the dial is slowly shifting, and the options expanding, as international runways and red carpets signal new chic, playful and intentional approaches to men’s style.
“It’s exciting,” says Simon Schofield, chief product officer, Myer. “There’s so much going on, and I think you definitely see that in Australia, this shift in menswear, with some brands catering more to a man interested in fashion, who wants to experiment a bit more.”
Basics instinct
Blaq has built a following among men drawn to modern wardrobe staples: clean silhouettes, contemporary colours and elevated basics designed for everyday life. Its appeal lies in the balance between style and function – versatile, well-cut pieces that feel current, comfortable and considered, rather than chasing trends. With the introduction of Blaq womenswear, Myer extends this philosophy, translating its signature refined aesthetic for Australian women.
“Blaq was already a successful men’s brand,” says Schofield. “It already had the DNA of something more fashion-forward.
It made sense to keep that and expand into womenswear, where we didn’t have an offer catering to that woman.”
This isn’t Blaq redefined but reinterpreted through a new lens.
For Myer, the move reflects both customer demand and the rapidly changing retail landscape. The company has taken its cue from the 4.7 million active members of its loyalty program, MYER one, surveyed as a crucial precursor to the exclusive brands overhaul.
“We’re lucky to have such a robust loyalty program,” says Schofield. “We have a great opportunity to speak to the customer directly and understand what they want and what they don’t. We learned a lot by doing that.”
Today’s department stores increasingly rely on exclusive labels to differentiate their offer, while shoppers look for brands that combine quality, style and value. Expanding Blaq into womenswear builds on a proven foundation: rather than launching an entirely new label, Myer is leveraging the brand’s well-earned recognition and credibility.
“We did a lot of testing of all our exclusive brand names,” says Schofield.
“As a brand, Blaq already had some resonance with the Myer customer – even just the name resonated strongly with women. It made sense for us to consolidate and keep it as one dual gender brand.”
Who is she?
The debut womenswear collection carries forward the design principles that have defined Blaq from the outset: thoughtful tailoring, wearable fabrics and mixable separates. Though there will be statement pieces, the focus is not on trends, but on building and evolving a sophisticated capsule wardrobe that reflects how Australian women dress.
Structured blazers, relaxed trousers, refined knitwear and polished outerwear in neutral tones with pops of considered colours build on existing wardrobes, filling gaps or laying foundations for a more cohesive personal style. Just like Blaq’s male customers, versatility is essential, particularly as work patterns continue to shift, calling for garments that can transition fluidly from weekday to weekend.
So, who is the Blaq customer?
“We think of the Blaq man and woman as an urban working couple,” says Schofield. “They’re desk to dinner, they’re going out, they’re having date nights. They may be starting a family. They’re interested in fashion, but there’s a practicality we must consider, and it’s walking that tightrope between something aspirational and inspirational, and something that works with both their wardrobes.”
Exclusive access
Few retail spaces have been reshaped by new technologies and social media more than department stores. Forced to adapt or perish with dizzying regularity, exclusive brands have become critically important as stores strive to offer distinctive, widely resonant products.
For Myer, strengthening its exclusive brands offers greater control over design and quality while creating a more coherent fashion identity. Blaq’s menswear range has attracted a loyal base; expanding into womenswear reflects consumer demand and reinforces the company’s commitment to building brands that grow with its customers.
“As a brand, Blaq already had some resonance with the Myer customer – even just the name resonated strongly with women.” – Simon Schofield
“We want to engage people to reconsider department stores,” says Schofield. “Particularly this Blaq customer, who doesn’t look to Myer for fashion as much as older customers. They shop at Myer for beauty and home, but not clothes, because we weren’t offering what they wanted. So, how can we give them a reason to visit the website or a store? That’s what we hope our exclusive brands will do across all demographics.”
Watch this space
The expansion of Blaq into womenswear represents more than a category launch.
It signals Myer’s commitment to building brands that reflect how Australians dress today. As the label evolves, it has the potential to become a significant pillar of the department store’s fashion offering—one that speaks to both men and women through a shared design language.
In a competitive retail landscape, brands that offer clarity, confidence and consistency stand out. Myer is betting that the same qualities that made the label a menswear success – quality, versatility and polish – will resonate just as strongly with women. It’s a compelling gamble.
Shop now in-store or online, only at Myer.
Want to see more Forbes articles on your feed? Tap here to make Forbes Australia a preferred source on Google.
Look back on the week that was with hand-picked articles from Australia and around the world. Sign up to the Forbes Australia newsletter here or become a member here.