Leading department store chain David Jones on Thursday revealed it had won the exclusive rights to sell the popular women's fashion label Witchery at its stores across Australia.

The company said in a statement the deal - financial details of which were not disclosed - will see the first of 10 Witchery concept stores open inside its Bondi Junction store in Sydney in November.

Products available will include womenswear, women's footwear, swimwear, sleepwear, eyewear, underwear and accessories.

Witchery operates 50 outlets and its children's label, Seed, has been selling in David Jones since last year.

Witchery chairman, Peter Lew, said: "We are delighted to be entering into a strategic alliance with David Jones. The Witchery brand has reached a stage where strategically it makes sense for us to team up with a partner such as David Jones to help grow the business.

"Through our arrangement with David Jones we will be expanding the Witchery brand into new complementary categories and capitalising on Witchery's appeal and reputation as a quality brand."