Dick Smith will launch its first new concept Move store on Saturday at Sydney’s Westfield Bondi Junction.
The first of its kind in the Australian consumer electronics space, Move will sell fashion inspired accessories, computers, and mobile devices.
Move’s architecture will work with key figures in fashion and design to inspire the store’s collection and the customer’s experience, including a curated and celebrity endorsed editor’s section, where customers can purchase fashion focused technology products chosen by leading style icons.
To celebrate its launch Move has selected ‘Connected to Style’ as its first theme, inspired by the lifestyle of New York-based, Australian model, stylist and 4th and Bleeker blogger, Alexandra Spencer.
Australian fashion duo, Romance Was Born, has also put together a limited edition range of smart phone and tablet covers, co-developed with the store team, to be sold exclusively at Move.
The new Move concept is backed by Dick Smith, but targets a new audience who will be able to purchase style-inspired technology.
CEO of Dick Smith and Move, Nick Abboud, said: “While benefiting from Dick Smith’s years of experience, Move is pioneering the growth of style inspired technology in Australia.
“It is an exciting brand that targets customers who are interested in wearable technology – a trend we’ve witnessed overseas where the demand is growing. Move is at the beginning of its evolution and we plan to make the brand available to more customers in equally unique stores in new locations soon.”
The concept was developed in conjunction with Sydney-based retail marketing agency, IdeaWorks.
Jon Bird, chairman of IdeaWorks, said IdeaWorks was thrilled to work closely with Nick Abboud and the Dick Smith team in developing Move.”It’s a world class initiative, and is indicative of the renewed energy and momentum in the business. It’s great for the category and for Australian retail generally,”said Bird.
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