myer
A customer smiles as she shops at a Myer store in central Sydney. Reuters/Daniel Munoz

Myer, Australia's largest department store group announced that it is removing 100 brands from various sections to make way for fresh names. The decision is part of new chief executive Richard Umbers' plan to streamline growth and rebuild earnings based on the prevailing customer buying habits.

Myer has already notified some 100 brands in the women's, men's, children's, footwear and houseware departments that they will no longer be displayed in its 67 branches all over Australia. On Wednesday, the store will kick off a ”spring clean” sale that will hopefully clear out much needed floor space for other brands.

Sydney Morning Herald (SMH) reports some of the new names joining Myer include Calvin Klein White Label for men and women, Aje, Daniel Avakian, Jack and Jones, and Oscar de la Renta. The company hopes that by displaying more budget-friendly items, customers will be lured to shop at their stores once more. The list of brands to be booted out has not yet been revealed, as of this writing.

The move is in line with Umbers' growth strategy to outdo arch-rival David Jones, which posted a 6.4 percent sales increase in the in the year ending June. Myer managed to post only a 1.7 percent rise in sales in the 10 months ending April. The massive brand-cut by Myer can be likened to David Jones' decision to cut about 180 brands from the 2,400 it carries in February to focus more on the needs of the older market. This happened after Woolworths took over at the start of 2015.

Umbers took over the lead role in the 115-year-old retail giant from Bernie Brookes and Daniel Bracken in March. He has been tasked to conduct a major overhaul of the business and restore earnings growth.

"It has become clear that to thrive in a modern retail environment, Myer must adapt more quickly and become closer to its customers. A strategic review has been ongoing for some time, with a view to reshaping the business for a profitable, sustainable future," Myer chairman, Paul McClintock said in an earlier interview with SMH.

In addition to a brand revamp, Umbers has also been clearing out redundant positions across the board, according to a report from The Australian. The company's new workforce setup will be centred more toward using up casual hours, instead of installing permanent staff.

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