While Dick Smith CEO, Nick Abboud expects the company’s new ConnectedHome concept to “take market share from everyone” it is his advanced thinking around the way consumers will use small appliances that has informed the new direction. Additionally, Abboud has flagged that an entry into whitegoods is also being considered but says that would only come after the ConnectedHome is launched and well established.

“There are a lot of home appliances now that have embedded digital technology, enabling consumers to manage their use by a smartphone app. Because we understand how this technology works, we are the best retailer to promote this technology and explain it to the consumer,” he said.


He also pointed to the outstanding success that the Dick Smith online store enjoys and the company’s ability to reach into areas such as Kalgoolie, Mt Isa, Airlie Beach and Geraldton with a pay and collect delivery model.

Vision to be major category player

Abboud, along with the support of his agency Atomic 212 (which won the Dick Smith Partner of the Year Award) at the retailers’ recent conference, has developed a vision that Abboud says will embrace the strong growth that the small appliance category is enjoying , especially in the coffee market.

“We will be bringing in brands including Nespresso, Delonghi, Breville and Sunbeam. This concept has been on the drawing board for some time, we intend to be a major player in the small appliances category,” he said.

As if on cue to underline Abboud’s confidence, Sunbeam’s full year results which were released yesterday attributed the introduction of the popular US blender brand Oster to a lift in earnings.