What are Mission Vision & Core Values of Myer Company?

How does Myer stay relevant in Australia’s changing retail landscape?

Myer anchors its strategy in clear mission and vision statements that guide operations across 56 stores and growing digital channels as of mid-2025. These statements align legacy strengths with modernization to meet shifting consumer demands and economic pressures.

Strategic mission, vision and values steer decisions from merchandise curation to investments like the National Distribution Centre, helping Myer adapt in a post-pandemic, high-inflation market. Read the Myer Porter's Five Forces Analysis for complementary insight.

Companys’s mission focuses on accessibility, curated product ranges across fashion, beauty, home and electrical, and being the preferred, convenient destination for all Australians.

Customer First

Prioritises shoppers through store refurbishments and service training to improve experience.

Loyalty & Data

Myer One has over 4.4 million active members (late 2024), driving repeat visits and personalised offers.

Omnichannel Growth

Online sales represented about 21.6 percent of total sales in FY2024, reflecting multi-channel strategy.

Curated Assortment

Combines international and local brands to offer one-stop convenience across categories.

Accessibility

Targets a broad demographic—being the default choice requires wide product depth and store reach.

Data-Driven Engagement

Uses loyalty and sales data to personalise marketing and improve retention.

This mission is customer-centric and operationalised via loyalty, store investment and omni-channel expansion, aligning with Myer strategic direction and company values; see Target Market of Myer.

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Myer’s vision is to be a world-class department store offering an inspirational, uniquely Australian retail experience across its 56 stores and growing digital channels, focused on premiumisation and customer experience.

World-class retail

Targets international-standard retail operations and store presentation to match global peers.

Inspirational experience

Shifts from transactional sales to curated, experiential shopping that drives loyalty.

Uniquely Australian

Leverages local heritage and lifestyle to differentiate from global competitors.

Operational investment

Invested in a National Distribution Centre and store refreshes to support the vision.

Premium partnerships

Focusing on exclusive brand deals and premium categories to lift margins.

Growth strategy link

See a detailed overview in Growth Strategy of Myer for recent strategic moves and targets.

Myer’s vision aligns with strategic moves in 2025—store optimisation, exclusive brand growth and logistics upgrades—to become a world-class, inspirational Australian retail destination.

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Myer’s core values shape daily decisions, customer interactions and long-term strategy, centring the business on service, trust and teamwork. These principles guide product curation, store experience and corporate conduct across Australia.

Customer First

Every initiative prioritises the shopper: omnichannel fulfilment, Myer One integration and curated assortments to reflect demand and drive loyalty.

Integrity

Transparent practices, formal Modern Slavery Statements and fair returns build trust with customers and suppliers across the supply chain.

Courage

Willingness to make bold strategic moves—store portfolio reshaping and M&A consideration in 2024–2025—protects long-term viability.

One Team

Cross-functional collaboration—evident in the National Distribution Centre rollout—improves inventory accuracy and online fulfilment speed.

Read next: how Myer’s mission and vision influence strategic decisions, including merchandising, store footprint and sustainability targets.

Values — Myer operates under five core values defining culture and conduct; Customer First, Integrity, Courage, Passion and One Team shape its strategy, loyalty programs and supply-chain transparency. See a concise company background at Brief History of Myer.

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Mission and vision statements shape strategic choices by directing resource allocation, customer experience priorities and long-term investments; they anchor Myer's transformation toward a streamlined, customer-first retailer.

Mission, Vision & Core Values — Snapshot

Clear guiding principles steer Myer's strategic direction, investments and brand portfolio decisions.

• Mission: focus on customers and being the store of choice for Australian shoppers
• Vision: to be world-class in retail operations and customer experience
• Core values: customer first, respect, commercial discipline and teamwork
• Strategic focus: efficiency, scale, digital excellence and targeted brand curation

Customer-First Transformation

Myer's Customer First plan drives store and digital improvements to raise NPS and conversion.

Ravenhall Automation

Investment in the Ravenhall National Distribution Centre, fully operational 2023–2024, automated fulfillment to meet faster delivery expectations.

Brand Portfolio Strategy

Removal of underperforming labels and addition of high-demand brands like American Eagle and Gap targets younger demographics.

Financial Discipline

Myer's FY2024 total sales were $3,266.3 million with a net cash position of $158.1 million, guiding cautious capital allocation.

Leadership Priorities

Executive Chair Olivia Wirth emphasizes customer prioritization and simplification to improve shareholder returns.

Measurable KPIs

KPIs include sales, cash position, fulfillment speed, NPS and brand assortment performance to track alignment with mission and vision.

The mission and vision directly influenced investments like Ravenhall and brand changes; read the next chapter on Core Improvements to Company's Mission and Vision to see recommended refinements and measurable targets Revenue Streams & Business Model of Myer

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Four focused improvements can make Myer's mission and vision more future-ready and competitive; each targets sustainability, digital leadership, stakeholder clarity, and measurable impact. These changes align with shifting consumer expectations and the retail sector's 2025 benchmarks for eco-friendly operations and omnichannel innovation.

Embed a Clear Sustainability Commitment

Revise the Myer mission statement to include a pledge to be Australia’s most sustainable department store, with measurable targets such as achieving net-zero by 2035 and reducing scope 1–3 emissions by 50% from a 2022 baseline.

Prioritize Digital Leadership and Experiential Tech

Update the Myer vision statement to emphasize tech-enabled retail experiences—AR fitting rooms, generative AI personalization, and unified commerce—aiming to lift online sales contribution to 30–40% of total revenue within five years.

Clarify Stakeholder-Focused Core Values

Refine Myer core values to explicitly name commitments to customers, employees and suppliers—covering fair wages, diversity targets (e.g., 40% women in senior roles) and supplier sustainability criteria—to strengthen trust and retention.

Set Measurable, Public Strategic Targets

Publish a short-term scorecard tied to the mission and vision—KPIs for customer NPS, e-commerce conversion, store productivity and ESG metrics—to improve transparency and track progress against Myer strategic direction.

Improvements: While Myer's mission and vision are established, they could be strengthened by explicitly adding sustainability and digital innovation; compared to global peers, current statements are traditional and miss circular retail and environmental stewardship. A refined mission could commit to being the most sustainable choice for Australians and a refined vision could promise an inspirational, tech-enabled retail experience to better capture Gen Z and Millennial preferences for seamless digital engagement and ethical consumption; see further corporate context in Owners & Shareholders of Myer.