Department store, Myer, will this week add a new Australian fashion label to its offering in stores and online.

Interval, which was launched in November 2015, is targeted toward 18 to 40-year-old fashion-conscious women on a modest budget, with prices that range from $59 to $299.

“We are delighted to welcome emerging label Interval to Myer in February 2016 as a department store exclusive,” said Karen Brewster, Myer group GM of apparel.

“A newcomer on the fashion scene, Interval’s signature style of crisp, luxurious pieces have an easy wearability yet are highly desirable and fashion-forward. Interval is a welcome addition to our strong portfolio of Australian and international brands, and further establishes Myer as the premier destination for fashion and lifestyle brands in Australia.”

As part of its New Myer strategy the department store has cut a number of underperforming brands and shifted its focus to concessions at the expense of house brands. The strategy has lead to online start ups, such as Mon Purse and Tiger Mist, finding a home in the Australian department store.

“Myer is such an iconic Australian department store that represents the Australian lifestyle,” said Interval head designer, Kara Liu.

“It has always supported homegrown brands and has been the launch pad for many local designers. Having Interval at Myer, for me, is extremely humbling. It will be a great environment for Interval to build as a label and for me to mature as a designer.”

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