David Jones' first half profit has fallen due to fewer sales and spending to improve its business. RETAILER David Jones' first half profit has fallen 14 per cent to $73.5 million due to fewer sales and spending to improve its business. David Jones made sales of $1.003 billion in the six months to January 26, down from $1.011 billion in same period the previous year. Chief executive Paul Zahra said the company's financial performance had been impacted by challenging retail conditions and spending on its business transformation plan. The challenging environment contributed to the fall in sales, as well as David Jones' reduction of the number of its lower price sales periods. Electronics remained the company's worst performing division. David Jones' transformation plan includes an improved online store, changes to its agreements with suppliers and improved customer service. Sales from the online store in the six months to January were double those achieved in the full 2011/12 financial year, David Jones said. But it did not say how many of its overall sales came from online. Mr Zahra said the company was focused on improving our sales, profit margins and staff productivity. It is also looking at ways to make the most of the value of the buildings that house its flagship stores in the Sydney and Melbourne CBDs, while retaining ownership of its retail space.