Dick Smith fashtronics invasion continues, this time its Brisbane.The latest Move store, which specialises in pricey, trendy tech, known as ‘fashtronics’ like Sol Republic Deadmau5 headphones, Jawbone smart bands and design-your-own mobile cases, opened today at Brisbane’s Indooroopilly shopping centre.
To mark the opening, Move, which is owned by Dick Smith, is slashing 10% off Apple Macs and 15% off cameras including GoPro’s.
The store on level 3 of the redeveloped centre is slightly bigger than Melbourne’s Move, which opened just days ago, its first Victoria store with another to open at Highpoint SC, later this year.
A new format 400 sqm Dick Smith and David Jones, which houses an AV department operated by the tech retailer, also opened at the Indooroopilly centre, today.
The new Dick Smith now incorporates a fitness tech area, selling everything from smart scales to smart bands and watches like Jawbone’s new wireless watch – the most popular wearable device at the moment, Move Director Michael Dykes told CN.
Move is located at the premium end of the centre on Level 3, while Dick Smith, too, is on the same level but in the more mainstream area, although all three are just minutes from each other.
“The important thing is to pick the right location,” says Dykes.
“This type of customer needs newness”, he says referring the typical Move customer.
Dick Smith inside David Jones, meanwhile, is flogging high-end AV brands like Bose, Panasonic.
“The strategy is targeting different customers inside their own environment.”
The first Move concept store opened at Sydney’s Westfield Bondi late last year.