What Myer does

Myer is Australia's largest listed department store retailer (ASX: MYR), operating 56 physical stores nationwide alongside an e-commerce platform and the Mirakl-powered Myer Marketplace. Founded in 1937 and headquartered in Melbourne, the company offers a broad assortment across women's, men's, and kids' fashion, beauty, homewares, travel and tech, and toys, supported by an exclusive house-brand portfolio (Blaq, Basque, GRAB, There After, Regatta, Heritage, Vue, Australian House & Garden) and a multi-brand fashion portfolio acquired from Premier Investments in October 2024 (A$950 million).

The technology stack centers on a multi-channel retail platform combining owned physical retail with an e-commerce storefront and a curated third-party marketplace launched on Mirakl's software, which added 25,000 products in fiscal 2026 and posted 41% marketplace sales growth in fiscal 2025. Supporting infrastructure includes the MYER one loyalty application (5.1 million active members, 80.9% transaction tag rate), the True Fit size recommendation tool, gift registry services, Click & Collect, and payment integrations across Visa, Mastercard, American Express, PayPal, Afterpay, Apple Pay, and JCB.

Revenue is generated primarily through retail merchandise sales (H1 FY26 sales of A$2.28 billion, up 24.5% year-on-year including the Apparel Brands acquisition, with FY25 total sales of A$3.3 billion), supplemented by marketplace commissions from third-party sellers and loyalty-driven repeat purchasing. The customer base spans general consumer retail across all demographics, with strategic brand-partner relationships including MAC Cosmetics (exclusive department store partner from mid-2026), Fenty Beauty, Topshop, Gap (via Fashionata), Rodd & Gunn, and Velocity Frequent Flyer, alongside 10,000+ employees.

Name

Myer

Legal name

Myer Pty Ltd

Website

https://myer.com.au

Company type

Public

Founded year

1937

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Myer is an Australian listed department store retailer operating 56 nationwide stores, an e-commerce platform, and a Mirakl-powered marketplace, serving general consumers across fashion, beauty, homewares, and lifestyle categories under the MYER one loyalty program.

Ownership category

akta.pro rank

Product category

Department Store Retail

NAICS

Clothing and Clothing Accessories Retailers (458110), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Department Stores (5311), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Mid-Tier Department Stores (Private-Label / Store-Brand Heavy) (CRAGACAG)

akta.pro secondary industries

Mid-Tier Department Stores (Beauty & Cosmetics-Led) (CRAGACAD), Beauty & Personal Care Online Retailers (CRAFADAC), Luxury & Premium Traditional Department Stores (CRAGAAAC)

Keywords

• Department store retail
• Fashion merchandise
• Beauty products
• Homeware retail
• Loyalty program

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Merchandise Sales: Traditional retail sales across fashion, beauty, homewares, kids, toys, and electronics through physical stores and e-commerce
2. Marketplace Commission: Commission-based revenue from third-party sellers on Mirakl platform, with marketplace sales growing 41% in fiscal 2025
3. Loyalty Program Revenue: MYER one loyalty program with 5.1 million members generating customer data and driving repeat purchases

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Myer operates 56 physical department stores across Australia and an integrated e-commerce platform merchandising fashion, beauty, homewares, kids, toys, and electronics through both owned private-label brands and third-party branded merchandise. The company also operates a Mirakl-powered third-party marketplace adding 25,000 products and a MYER one loyalty program with 5.1 million members. Exclusive retail partnerships span beauty brands (Fenty Beauty, M.A.C Cosmetics), fashion brands (Topshop, Gap), and lifestyle brands (Rodd & Gunn).

Product overview

Myer is an Australian department store retailer operating a multi-channel platform combining physical stores (56 locations) with a comprehensive e-commerce website and marketplace. The offering includes women's and men's fashion, beauty (with exclusive partnerships including M.A.C Cosmetics, Fenty Beauty, and Benefit Cosmetics), homewares, travel & tech, kids, and toys. Myer operates exclusive house brands (Blaq, Basque, GRAB, There After, Regatta, Heritage, Vue, Australian House & Garden) alongside third-party branded merchandise. The Myer Marketplace, powered by Mirakl, enables external sellers to list products. The MYER one loyalty program (5.1 million members) drives customer retention with points earning and tiered rewards. Strategic partnerships include Gap, Topshop, Rodd & Gunn, and Velocity Frequent Flyer integration.

Differentiator

Problem solved

Functional benefit

Brands

• Blaq: Women's fashion brand
• Basque
• GRAB
• There After
• Regatta
• Heritage
• Vue
• Australian House & Garden

Products and services

• Myer Marketplace
• Blaq
• Basque
• GRAB
• There After
• Regatta
• Heritage
• Vue
• Australian House & Garden
• Myer Apparel Brands
• Beauty Services
• Gift Registry
• Gift Cards

Quantifiable outcome

• Marketplace sales growing 41% in fiscal 2025
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor, major, core and strategic.

• Rodd & GunnminorChannel Partner/ Reseller/ Distributor · 1 July 2026Rodd & Gunn AFL capsule collection exclusive to Myer stores and Rodd & Gunn boutiques nationally featuring 18 teams across two designs.
• FashionatamajorChannel Partner/ Reseller/ Distributor · 9 April 2026Fashionata managing Gap Inc.'s distribution and market development across Australia for both physical stores and e-commerce site. Gap products available in select Myer department store locations.
• MiraklcoreTechnology or Integration · 1 March 2026Paris and Boston-based e-commerce provider powering Myer's marketplace expansion. Platform enables external companies to stock products directly on Myer's marketplace without Myer holding inventory. Major expansion launched May 2026.
• M.A.C CosmeticsmajorChannel Partner/ Reseller/ Distributor · 1 February 2026Exclusive department store partnership for MAC Cosmetics starting mid-2026, building on existing Fenty Beauty and Benefit Cosmetics partnerships.
• TopshopmajorChannel Partner/ Reseller/ Distributor · 1 February 2026UK clothing brand relaunching in Australia exclusively in all 56 Myer stores and online in February 2026. Part of brand's global relaunch after collapse and acquisition.
• Kendo Brands (Fenty Beauty)majorChannel Partner/ Reseller/ Distributor · 1 January 2026Strategic partnership for Fenty Beauty, Fenty Skin, and Fenty Eau de Parfum launch across all stores nationally and online beginning May 2026.
• Virgin Australia Velocity Frequent FlyerstrategicGTM or Marketing Partner · 1 September 2025Velocity program 10.9 million members can redeem points for 200,000+ products across Myer's online store. Competitive response to Qantas alliance with David Jones.
• Premier Investments (Apparel Brands)coreChannel Partner/ Reseller/ DistributorAcquisition of five fashion brands from Premier Investments for approximately $950 million, contributing to 24.5% sales growth in H1 FY26.

Scale indicators11 records

Recent moves10 records

Expansion highlights6 records

Regional players

• John Lewis: UK premium department store operating in a similar non-overlapping geography; comparable along category mix (fashion, beauty, home), customer demographic, and partnership-driven brand strategy.
• Marks & Spencer: Iconic UK department-style retailer operating in adjacent markets with comparable multi-category apparel, beauty, and homewares positioning; a non-competing comparable in terms of category mix and customer demographic.
• Nordstrom: US premium department store with comparable multi-category mix (fashion, beauty, home) and marketplace strategy; relevant comparable for Myer's marketplace-plus-flagship-beauty model although geographic markets do not overlap.

Direct peers

• David Jones: Australia's other major upmarket department store chain and Myer's closest head-to-head competitor; competes in fashion, beauty, and homewares via physical stores and e-commerce, with overlapping brand partnerships and loyalty programs.

Broad incumbents

• Kmart Australia: Wesfarmers-owned mass-market discount retailer competing with Myer in apparel, homewares, and toys at lower price points; an incumbent with broad consumer reach but not a specialist department store.
• Target Australia: Wesfarmers-owned mid-mass department store competitor in apparel, homewares, and beauty; broader portfolio retailer with overlapping product lines but lower price-point positioning than Myer.
• Big W: Woolworths-owned discount general merchandise retailer competing with Myer across apparel, homewares, and toys; different price tier but battles for the same family-shopper wallet share.
• Harvey Norman: Australian big-box retailer with overlapping homewares, electronics and furniture assortment; competes with Myer's home, appliances, and travel & tech categories through franchise physical stores.

Emerging players

• MECCA: Australia's leading specialty beauty retailer; direct emerging competitor to Myer's 22% beauty mix and beauty-hall expansion, operating dedicated beauty stores with exclusive brands.
• Sephora Australia: Global multi-brand beauty specialty retailer operating dedicated stores across Australia; competes with Myer's beauty category by offering exclusive brands and prestige beauty experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/myer
• YouTubeyoutube.com/myer
• Facebookfacebook.com/myer
• LinkedInlinkedin.com/company/myer
• Instagraminstagram.com/myer
• Pinterestpinterest.com/myer
• TikToktiktok.com/@myer

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Myer