In a bold move aimed at appealing to people who “don’t” walk into a Dick Smith or David Jones stores Anchorage Capital the owners of the Dick Smith chain of retail stores have opened a brand new retail store called Move at Bondi Westfield.
It is the first of 30 stores that the group will roll out across Australia in an effort to appeal to a younger audience of shoppers who want “fashionable products and great technology” claims Michael Dykes the man charged with rolling out the new chain across Australia.
Coining the phrase ‘Fashtronics’ the CEO of Dick Smith Nick Aboud acknowledges that if the concept works in Australia the concept will be rolled out overseas.
The new stores, look, smell and feel different than your daggy old Harvey Norman store, smartphones, cameras and accessories are draped over mannequin hands and for consumers concerned over pricing in this slick looking store Nick Aboud has assured that his $1.3 Billion dollar buying power will not see consumers paying more than they would at a JB Hi Fi or their own Dick Smith Stores.
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The new store even has fitting rooms where consumers can sit with a consultant while their new purchase is topped up, with added storage or a new accessory. Consumers can even design a unique cover on an instore design system with the accessory being delivered the next day.
Among the brands being sold is Bang & Olufsen, Samsung, Sony, Monster Headphones and UE Logitech sound systems.
At last night’s opening New York based Australian model, stylist and 4th and Bleeker blogger Alexandra Spencer, showed off her new Romance Was Born limited edition smartphone accessories that will be sold exclusively at Move.”
Five months ago after extensive research the management team at Anchorage Capital found that there was a gap in the market for consumer electronics and I
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“We realised that there was a market of consumers out there who were not visiting a Dick Smith or a a David Jones store, they were young people who are fashion conscious but want the latest in consumer technology. They like good shape and form and they like owning quality products. As a result we have launched Move” said Steve Toth a Director at Dick Smith.
Nick Aboud who for several years ran Myers fashion business believes that the unique design of the stores and the way that consumer electronics are being presented in the Move store will appeal to an audience of consumers who have money and “love fashion”.
“Consumers are over seeing products on poles in boring phone Company stores, they want something different” he said.
Michael Dykes who has a long history of working with retailers such as Next and Dixons in the UK and US consumer electronics group Best Buy said what was critical in rolling out the new stores was the visual merchandising, store layout where products are “fused” w
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| Michael Danks Director Heading The Move Stores |
He said that Sense and touch was also important which is why the stores smell different.
Aboud said that his Company is now working with leading figures in fashion and design to inspire the store’s collection and the customer experience; including a curated and celebrity endorsed editor’s section, where customers can purchase fashion focussed technology products chosen by leading style icons.
The next store is set to open in Melbourne prior to Xmas in Lonsdale Street.
