# Scaled-Down Department Stores The New David Jones Store Offers a Curated Selection of Items By Katherine Pendrill | Published 2017-05-30 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/david-jones References: [news.au](http://www.news.com.au/finance/business/retail/how-david-jones-new-store-format-will-transform-the-way-we-shop/news-story/673b54100015bb6173f368d1e718453b) As consumers increasingly eschew sprawling stores in favor of [smaller boutiques](https://www.trendhunter.com/trends/modern-boutique), the Australian department store brand David Jones has debuted a scaled-down version of its store. Designed to cater to changing shopping habits, the new store features just a fraction of the merchandise found in the chain's larger outlets. The new shop at Sydney’s Barangaroo is the first in a series of miniature David Jones stores set to roll out in wealthy inner-city suburbs across Australia. The new store spans just 1,400 square meters, which is one-tenth the size of an ordinary David Jones store. To complement the smaller space, the company offers a highly curated selection of [premium fashion and beauty brands](https://www.trendhunter.com/trends/boss-boutique) such as Hugo Boss, Valentino and Chanel. The selection is specially designed to fit the needs of those who live and work in the area, making a larger selection of items unnecessary. The scaled-down David Jones department store demonstrates how retailers are moving away from enormous stores that cater to a wide range of customers, to [niche outlets](https://www.trendhunter.com/trends/parfetts-shop-go) that attract specific shoppers. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 59% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Scaled-down Stores:** Retailers are downsizing department stores to cater to niche outlets that attract specific shoppers. - **Highly Curated Selection:** Retailers are offering a highly curated selection of premium fashion and beauty brands to fit the needs of those who live and work in specific areas. - **Changing Shopping Habits:** Consumers are increasingly favoring smaller boutiques over sprawling department stores. ### Who This Affects Most - **Retail Industry:** Retailers have an opportunity to create more niche and highly curated stores to cater to specific shoppers. - **Fashion Industry:** Fashion brands have an opportunity to partner with scaled-down department stores to offer a highly curated selection of their products. - **Real Estate Industry:** Real estate developers have an opportunity to create more smaller stores in exclusive inner-city suburbs across Australia. ## Related on Trend Hunter - [Small-Format Department Stores](https://www.trendhunter.com/trends/smallformat-department-stores.md) - [Small-Format Retailers](https://www.trendhunter.com/trends/closer-to-you.md) - [Bridal-Focused Retail Concepts](https://www.trendhunter.com/trends/bridal-shopping.md) - [Compact Urban Discount Grocers](https://www.trendhunter.com/trends/no-frills-grocery-store.md) - [Curated Store Concepts](https://www.trendhunter.com/trends/target-soho-store.md) - [Boutique-Style Fragrance Shops](https://www.trendhunter.com/trends/the-perfume-shop-boutique-stores.md) - [Modern Luxury Retail Concepts](https://www.trendhunter.com/trends/boss-boutique.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Boutique Grocery Designs](https://www.trendhunter.com/trends/meadow-lane-store.md)