Dick Smith Continues to Expand

Mark Freidin

1st May 2014

Today Dick Smith celebrates the continued success of its multi-brand strategy with the launch of three new stores in Queensland’s Indooroopilly Shopping Centre on Moggill Road.

The Indooroopilly centre is now home to a new, stand-alone Dick Smith store, a David Jones Electronics Powered by Dick Smith store and a Move store.

Move is a new concept store, backed by Dick Smith, which sells fashion inspired accessories, tablets and mobile devices to consumers who want their technology to express their own individuality and style.

The multi-brand strategy ensures Dick Smith is able to target a broad range of customers, across the centre, in the environment that best suits their needs. The newest expression within this strategy is Move, targeted at a younger, fashion-conscious female shopper who is now able to shop at the first ever Move store in QLD.

Dick Smith Managing Director and Chief Executive Officer, Nick Abboud, said, “In a tough environment for retailers our continued focus on core categories, including computers, mobility private label and accessories, has enabled the business to grow. On the back of this strong performance, we have been able to open multiple stores, in prime locations, that add value to our customers, both old and new.”

The opening of the new Brisbane stores is part of Dick Smith’s ambitious store roll out that plans to open 20 Dick Smith stores this financial year in key locations, including strong A-grade shopping centres, such as Indooroopilly, and premium regional locations. In addition, Dick Smith operates 29 David Jones Electronics Powered by Dick Smith stores with today’s opening of Indooroopilly and now operates four Move stores.

Move opens its doors in Brisbane:

Move’s first store in Brisbane, which sells fashion inspired accessories, also showcases the results of collaborations with high-end designers, including Romance Was Born and Dion Lee who have created limited addition ranges of smartphone and tablet covers.

Move currently has flagship stores in Emporium Melbourne and in Westfield Bondi Junction in Sydney, as well as a second store in Melbourne’s Highpoint Shopping Centre.

Director Customer Strategy & Move Michael Dykes said, “There is no doubt that Move benefits from Dick Smith’s years of experience in the consumer electronics retail space. However, Move is pioneering the growth of style inspired technology in Australia, attracting customers who are interested in wearing technology rather than simply using it. Indooroopilly is an excellent example of our ability to engage with customers in an authentic environment that puts them first.”