Dick Smith is back from oblivion. It is now up in an exclusive online avatar run by a new owner. The Dicksmith.com.au and Dicksmith.co.nz websites went live on Wednesday with a ‘Relaunch Sale’ that celebrated the brand’s revival.
Interestingly, the online launch came a day after the electronics retailer closed its last bricks-and-mortar store. According to analysts, the new site has all the familiar features including the yellow and black branding of the old Dick Smith. The only change is that the face of its founder above the company name is missing, reports TV Nz.
Dick Smith brand’s new owner is Kogan.com, which updated that it was able to launch new Dick Smith sites in Australia and New Zealand much ahead of the scheduled launch on June 1.
Businessman Ruslan Kogan acquired the Dick Smith online brand citing its legacy after the 48-year-old business was down with debts of $400 million.
David Shafer, Kogan.com’s executive director, recalled that Dick Smith’s recent history has been “disappointing.” “The new and improved dicksmith.com.au is open for business, and it’s better than ever,” he said.
To enhance the appeal of Dick Smith’s online business, the back-end logistics and supplier arrangements from Kogan.com will be leveraged by stocking more than 5500 products. They will include smartphones, cameras, and appliances, with another 1800 products for faster dispatch.
In the latest bargain deal on the site, a Samsung Galaxy S7 Edge is $40 cheaper than the average price at $819, reports NewsCorp.
In its heydays, Dick Smith was owned by retail giant Woolworths until it sold the business to private equity firm Anchorage Capital Partners in 2012. While buying the retail chain, Anchorage was mulling additional cash injection to keep all the 325 stores running in Australia and New Zealand. However, mounting debt made those plans unwieldy.
In 2013, Anchorage floated the company on the Australian share market, valued at $520 million, noted a report in the ZdNet, reflecting the retailer’s immediate past.