DJs sales fall 1.4% in second quarter

David Jones second quarter sales, which includes the vital Christmas period, have fallen 1.4 per cent with its home category the worst performer.

Total sales for the three months to January 26 fell to $590.1 million from $598.5 million in the previous corresponding period.

On a like-for-like basis, which excludes store openings and closures, sales were also down 1.4 per cent.

Despite the overall sales drop chief executive Paul Zahra said some categories performed well.

"We are pleased with the performance of our high margin fashion and beauty categories (such as womenswear, beauty, menswear, accessories and shoes) which delivered sales growth in second quarter 2013 and first half 2013," he said.

"Our sales performance during this period was however adversely impacted by our home categories, in particular electronics, which continued to be challenging and subject to ongoing deflationary pressure."

Home categories experienced falling sales in both the second quarter and the first half of the financial year, Mr Zahra said.

As a result, David Jones plans to exit some of its worst performing categories such as DVDs, music and games.

"We also continue to reduce the depth and breadth of our promotional discounting events and continue to work on changing our category mix to increase focus on higher margin categories," Mr Zahra said.

Total sales for the first half of the 2012/13 financial year were $1.005 billion, down 0.7 per cent on first half 2011/12.

David Jones shares opened lower, down one cent at $2.67 at 1010 AEDT.

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