Dick Smith opened it fourth ‘fashtronics’ store, under its Move retail brand, in Melbourne on Wednesday 16 April 2014. The outlet, which focused on technology products for hip young consumers, is located on Level 3 of the Emporium shopping centre in the heart of the Melbourne CBD.

This Move is Melbourne’s second, following the opening of the showroom at the Highpoint shopping centre.

The first Move store was opened late last year in Bondi, shortly before Dick Smith’s IPO. Just like this foundation outlet, the new Emporium Move places a great emphasis on stylised products, like smartphone cases, upmarket headphones and hipster tech, such as the Lytro cameras and Sonos audio systems.

Dick Smith describes the Move concept as, “A distinguished fusion of fashion and on-the-go electronics. It’s technology with style. And it’s style that moves with the moment.”

Move’s neighbours at the Emporium in Melbourne will include Australia’s first Uniqlo store, as well as Bose, Swarovski, Swatch, L’Occitane and a standalone Dick Smith store.