Image via MoveBondi on Instagram
Dick Smith has opened a new retail store concept in Westfield Bondi Junction, dubbed Move. From their newly-launched site:
It’s Sydney to Paris via London, connected.
It’s where you’re styled-in to trends and detailled-in to technology.
It’s here. It’s now. And it’s on the go. It’s time to MOVE
They’re definitely targeting that upper-echelon mix of fashion and consumer technology, listing brands like Apple, Beats by Dre, Nicole Miller, Bowers & Wilkins, B&O Play and Samsung on their site. They’ve also reportedly teamed up with Alexandra Spencer from 4th and Bleeker and Romance Was Born to provide the fashion cred for the store.
Go check the pictures from their launch. To me? It kinda looks like a Typo had a baby with a JB Hi-Fi.
According to the jobs section on their site, plans appear to be afoot to launch a Melbourne version of the store in short order, listing Store Manager and Technology Stylist roles available.
I worked at a Dick Smith Electronics during university, and there was always this pervasive ‘why are we here exactly?’ vibe. I think they’re on the right track by launching with a completely new brand, but I really wonder if they have what it takes to compete in the ultra-competitive retail market. Time will tell.