Confirms plans for new premium concept.

David Jones will launch a premium electronics range from November 9, 2017 that will bring together a curated selection of the world’s leading and most innovative technology and audio visual brands in eight key stores across Australia. These include Market Street, Sydney; Bondi Junction, Sydney; Chatswood, Sydney; Bourke Street, Melbourne; Chadstone, Melbourne; Queensplaza, Brisbane; Adelaide Central Plaza, Adelaide; and Hay Street, Perth.

In 2013, David Jones signed a Retail Brand Management Agreement (RBMA) with Dick Smith to manage electronics sales in its department stores under the banner ‘David Jones Electronics Powered by Dick Smith’. Following the demise of Dick Smith in January 2016, the concession stores were closed.

Commenting on the new concept in an official company statement, David Jones said, “With a focus on delivering premium audio visual solutions, David Jones Technology will provide a unique and interactive destination where customers can experience the latest lifestyle technology in action.

Render of the David Jones Technology concept 

“The latest products from leading brands including Bang & Olufsen, Sony, Panasonic, Samsung, LG, Audiopro, Naim and Devialet, will be showcased instore, with technology specialists on hand to help customers design a bespoke solution for their home. This will be supplemented by a premium at-home-installation and after sales service to ensure customers get the best out of their new products.

“The David Jones Technology offering will also enable customers to experience ‘connected home’ products such as Google Home and Google Mini in situ, with state-of-the-art concept rooms demonstrating the way technology now integrates with home products such as lighting, weather systems, multi-room wireless speakers and TVs.

“This offering will be complemented by an edit of leading personal technology products spanning phones, accessories, smart watches, headphones and tablets from global brands such as Apple Samsung, Native Union, Knomo of London, Sennheiser and Master & Dynamic.”

Render of the David Jones Technology ‘Experience Room’

David Jones CEO, David Thomas said, “We have created an entirely new experience for our customers that brings together the latest and best edit of audio visual and technology in an interactive environment.”

“Our aim is to provide customers with an elevated offering through a combination of curated premium product, an interactive instore experience, expert advice and specialised after sales service. We have made a significant investment in our technology team and worked closely with each of our brand partners to ensure a new level of bespoke service for our customers.”