EXCLUSIVE: Harvey Norman is set to initiate a restructure of their buying operation with the appointment of a new head of consumer electronics and IT merchandising and buying.Matt Dawkins the former head of buying for Australian Music Group, the owners of Allans Music + Billy Hyde, which was placed into administration earlier this year, has been hired by the mass retailer in an effort to revitalise the company’s buying and in store merchandising operations.
|Matt Dawkins to join Harvey Norman|
Dawkins is believed to have been given a brief to develop product categories that will drive a younger audience into Harvey Norman stores who during the past five years have lost market share to JB Hi Fi.
At this stage is not known whether Harvey Norman will move into the musical instruments market, however it is know the Company wants to expand their content offerings as well as revitalise the look and feel of retail areas where consumer electronics and IT products are sold.
One analysts said “It will be interesting to see how changes that Dawkins initiates will go down with Harvey Norman franchisees. A lot of these guys are old fashioned retailers who still believe in stack them high sell it low retailing. Harvey Norman has already lost the younger audience who have money and it is going to be very difficult for them to get this audience back”.