digiDirect has formally opened the doors to its Parramatta Westfield store in western Sydney, with long queues of customers and industry heavyweights from leading consumer electronics brands.

After completing the acquisition of Tom Saade’s Parramatta Cameras store to establish a presence in the western Sydney catchment, digiDirect embarked on a refit which was unveiled at the official store opening on 1 September 2022.

digiDirect general manager, Haig Kayserian called the store “a manifestation of digiDirect’s goal to service the modern camera consumer”, displaying a range anchored in cameras and imaging, complemented by a carefully curated range of computers, mobiles, gaming and streaming products.

Haig Kayserian addressing attendees at the Parramatta store opening.

“We want digiDirect to become as synonymous to gamers, streamers and content creators as we are for photographers, videographers, hobbyists and editors,” Kayserian said.

digiDirect Parramatta showcases brands including Canon, Sony, Fujifilm, Leica, Nikon, Panasonic, Olympus, DJI, Tamron, Sigma, Manfrotto and Sandisk, as well as Apple, Dell, Asus, Samsung, AOC, Lenovo, Oppo, Rode, Logitech, Elgato, LaCie, and Corsair, among others.

Many brand representatives were in attendance, along with former store owner Tom Saade, as digiDirect group general manager, Sina Clayton and digiDirect Parramatta store manager, Cameron Mount cut the ribbon to open the store.

The long customer queue for the grand opening.

Customers enjoyed a range of deals throughout the opening weekend with an in-store DJ, coffee cart and digiDirect branded goodies.

“We thank our owner Shant Kradjian for his visionary and inspirational leadership, and for allowing us on his special journey to serve the modern camera consumer while honouring the brands they love with care and respect,” Kayserian added.

The digiDirect Parramatta store is located at Westfield Shop 2101-2103 Level 2 in Parramatta NSW.