Dick Smith Moves into ‘fashtronics’ with new concept store launch

By Claire Reilly

Dick Smith is targeting style-conscious consumers and blending fashion with technology as part of a new “fashtronics” retail store concept, with the retailer set to open two new branded concept stores in Sydney and Victoria in the coming months.

Branded under the “Move” moniker, the new retail concept stores are focused on combining “technology with style” according to a statement on the Move website. Although the brand is completely owned and operated by the Dick Smith Electronics business — itself owned by private equity firm Anchorage Capital Partners — there is little mention of Dick Smith on the Move website.

According to a media launch invitation, Move will open its first store in Sydney on the ground floor of Westfield Bondi Junction on 3 October. The launch will be attended by Dick Smith CEO Nick Abboud as well as Australian fashion design duo Romance Was Born who have designed a range of smartphone accessories for the store.

“Move is a brand new concept store which is a fusion of fashion and consumer electronics that we like to call, ‘fashtronics’,” the invitation read. “Move is for the brand conscious, for those who want their technology with a twist of individuality and style.

“To launch Move, New York based Australian model, stylist and 4th and Bleeker blogger Alexandra Spencer, has curated a range of her favourite, stylish technology products which will be unveiled on the night. In addition, fashion duo Romance Was Born will unveil their limited edition smartphone accessories that will be sold exclusively at Move.”

A further Melbourne store opening is expected, with the retail brand currently seeking expressions of interest through its website for store manager and “technology stylist” roles at a Victoria Metro store.

The retailer has also set up placeholder pages on various social media sites, including Facebook (three posts at the time of publication), Twitter (three tweets), Instagram and Pinterest. The retailer has also provided a reasonably esoteric mission statement, care of its minimalist website:

“It’s technology with style. And it’s style that moves with the moment. It’s Sydney to Paris via London, Connected. It’s where you’re styled-in to trends and dialled-in to technology. It’s here. It’s now. And it’s on the go. It’s time to Move.”

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