Specialty Fashion Group’s City Chic womenswear brand will be stocked in 30 Myer stores following a new partnership agreement with the country’s biggest department store owner.

The City Chic brand, which specialises in plus-size clothing including lingerie, denim, dresses and activewear, will initially be launched in 14 Myer stores this week. The first store to feature the brand’s range would be Myer’s flagship city store in Melbourne.

“We are thrilled with our partnership with City Chic,” said Myer Group general manager of Apparel, Karen Brewster. “City Chic is an exciting, progressive fashion brand that will resonate with our customers.”

Specialty Fashion Group, which also owns Katies, Millers and Rivers, has been pushing City Chic globally over the past few months and has launched the brand in 100 Macy’s stores and 60 Nordstrom stores in the US.

City Chic has also entered the UK market, with product trials in Evans, part of the Arcadia Group. Three new City Chic stores have also been opened in the UAE under license.

“City Chic is performing well, leveraging significant growth in the womenswear market,” said Specialty Fashion Group’s CEO, Gary Perlstein.

“I am delighted City Chic has been recognised by Myer as a desirable womenswear brand as part of its new Myer strategy. We’re confident our partnership with Myer will help change the perception of fashion as we continue to deliver glamorous, bold and exciting ranges to our customers.”

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