Myer launches a 'firesale floor' with HUGE discounts

Myer is rolling out a chain of clearance stores with entire floors of massively discounted clothes, shoes, and handbags.

The department store quietly trialled the concept at its Frankston outlet in Melbourne, slashing 40 per cent off already discounted products.

Deals are available on Myer's own labels plus brands like Calvin Klein, Jack Jones, French Connection, Bardot, DKNY, Fossil, Doc Martins, and Levis.

Myer is rolling out a chain of clearance stores with entire floors of massively discounted clothes, shoes, and handbags

Myer is rolling out a chain of clearance stores with entire floors of massively discounted clothes, shoes, and handbags

Shoppers reported picking up $250 jeans for about $100, Doc Martin shoes for $100, 60 per cent off DKNY handbags, $50 shoes, and $10 children's clothes.

'We've always had clearance sales; this is about aggregating them to one location within a store, one clearance floor within an existing store — and it's getting a great response,' chief executive Richard Umbers told News Corp.

The concept has been so successful, with a 30 per cent jump in new customers, it's being adopted in another seven stores around Australia.

They are: Penrith and Roselands in Sydney, Pacific Fair on the Gold Coast, Logan in Brisbane, Knox in Melbourne, Tea Tree Plaza in Adelaide and Perth City. 

They are: Penrith and Roselands in Sydney, Pacific Fair on the Gold Coast, Logan in Brisbane, Knox in Melbourne, Tea Tree Plaza in Adelaide and Perth City

They are: Penrith and Roselands in Sydney, Pacific Fair on the Gold Coast, Logan in Brisbane, Knox in Melbourne, Tea Tree Plaza in Adelaide and Perth City

Stock from brands like Guess, Nautica, Alannah Hill, Steve Madden and Dangerfield are now sitting on racks in new discount floors in those stores.

The 'experimental' outlets will also include drawcards like hipster barber salons, gourmet cafes and pop-up ice rinks. 

Myer came up with the plan to defend against Amazon when it arrives from the U.S. later this year, lure in more customers, and to clear the way for new stock.

Surrounding flagship stores send excess stock that is parked in discount floors, freeing up space for new premium stock to be sold at full price.

Surrounding flagship stores send excess stock that is parked in discount floors, freeing up space for new premium stock to be sold at full price

Surrounding flagship stores send excess stock that is parked in discount floors, freeing up space for new premium stock to be sold at full price

'It is still a quality retail offer so it is still merchandise with mannequins and the product is properly presented; it is not a junk shop,' Mr Umbers said 

'It is still a quality retail offer so it is still merchandise with mannequins and the product is properly presented; it is not a junk shop,' Mr Umbers said 

Frankston's 4,000sqm sale floor has colourful yellow signage and staff wear

read more from dailymail.....

Get the latest news delivered to your inbox

Follow us on social media networks

NEXT Deputy PM forced to deny sleaze claims