Hewlett Packard is setting up a “store within a store” in Harvey Norman’s Domayne premises in Alexandria, Sydney. The site is part of a major HP marketing push into the consumer space, with more sites to follow.
The section within Domayne will be filled with HP’s new consumer and imaging products all working together to show consumers how to integrate their own digital devices at home. The site will be open within the next few weeks. A HP spokesperson said the Domayne store within a store would be one of only a few sites in the Asia Pacific to showcase the company’s new products in such a way.
HP is ramping up its retail presence as part of its new consumer push. As well the store within a store, HP will roll out across the country several Consumer Corners (which showcase the company’s PC and printing products) and Digital Photography Pods (which showcase HP’s digital cameras). HP already has 50 pods set up, and plans to have 200 in total in Australia.
HP is the latest vendor to open dedicated in-store locations to showcase their products. Apple already has a store within a store in the same Domayne location, while Toshiba recently opened a similar space in a David Jones Sydney city store.
HP’s Domayne site, which is expected to be a sizeable area within the store, will be manned by HP staff.