It's a bit chaotic at David Jones this morning as a sea of shoppers race around the new store in Wellington.

The Australian department store opened its doors at the old Kirkcaldie & Stains site on Lambton Quay at 9am today.

LISTEN ABOVE: David Jones CEO John Dixon speaks with Mike Hosking

Newstalk ZB's Georgina Campbell is inside and said you can move around, but it's a bit tricky.

"There's girls scrambling over make-up, there's make-up artists painting people's faces, there's just so many clothes as well."

The doors are open and there's hot coffee on standby. pic.twitter.com/B2SU7kUYYz

— Georgina Campbell (@GeorgeKCampbell) July 27, 2016

Retail NZ's public affairs general manger Greg Harford said the Wellington location is a vote of confidence in the future of the country's retail market.

He said the opening of the store will contribute to the renaissance of Lambton Quay, known as the Golden Mile, by bringing prosperity to other retailers.

Harford said shoppers will have a greater choice of brands with the new offering David Jones is set to bring.