Dick Smith and PowerHouse sales up 13.7 per cent

By Chris Nicholls

SYDNEY: Woolworths’ re-vamped Dick Smith consumer electronics group has recorded a 13.7 per cent sales increase for the third quarter, with parent company Woolworths’s sales also up 10.2 per cent.

Total sales for the local consumer electronics group, excluding the Indian joint venture with TATA Group, Croma, rose from $305 million to $330 million.

Woolworths chief executive Michael Luscombe said business overall had been “patchy”, the company had “some good weeks” in consumer electronics over the 13 week period.

However, as media were barred from asking questions at the conference, in stark contrast to previous results releases, further information about Woolworth’s re-branding and re-positioning of its Dick Smith consumer electronics chain was not available.

Dick Smith Electronics has undertaken a noticeable brand re-alignment in recent weeks, with a new slogan, more upmarket catalogue re-design and a friendlier, consumer-focused approach to marketing.

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