digiDirect has acquired Parramatta Cameras from retiring photographic retail legend, Tom Saade, opening the doors to its newest store at Westfield Parramatta.

The company’s first store in western Sydney joins three other stores in NSW located in Sydney CBD, Bondi Junction and Miranda, as well as its store in Melbourne, Victoria, Brisbane, Queensland, and Cannington, Western Australia.

“I am happy to have realised a long-term goal for our business – to establish a physical retail presence in western Sydney,” digiDirect founder and managing director, Shant Kradijan said.

“I am proud that we have been able to achieve this while honouring the legacy of one of the legends of the camera retail industry, who I have always had major respect for.”

digiDirect recently ventured into broader consumer electronics with a range of brands including Apple, Samsung, Lenovo, Oppo, Logitech, Canon, Sony, Fujifilm, Leica, Nikon, Panasonic, Olympus and many more.

“digiDirect Parramatta will soon carry core ranges from the brands that make up our categories. This will ensure today’s camera buyer, whether they are photographers, gamers, streamers, content creators or hobbyists, will be able to fill their entire technology stacks in-store or online,” digiDirect general manager, Haig Kayserian added.

Pictured: Shant Kradijan (digiDirect) Tom Saade (Camera House).