David Jones Ltd has become the exclusive Australian department store distributor for French lingerie brand Simone Perele, as the brand ended its contract with the Myer chain.

David Jones will set up seven new Simone Perele concept areas and will introduce the brand in all of its 34 stores.

Rival chain Myer said it had had some issues with the brand for some time and would use the space vacated in stores for better performing ranges.