Dick Smith’s Back! Brand Revives Itself Online

Dick Smith’s Back! Brand Revives Itself Online

Embattled technology brand Dick Smith is back with a brand new online store launching a month earlier than scheduled.

Emma Mackenzie
Posted by Emma Mackenzie

The brand went into voluntary administration three months ago after the CEO quit the business. The tech brand had been grappling with a $390 million debt, and went into a trading halt.

Online retailer Kogan swooped in and saved the day though, forking out the moolah for the company.

“Dick Smith is an iconic Australian brand and we’re thrilled to be able to keep it alive, as well as Aussie owned and run,” said Ruslan Kogan, founder and CEO of Kogan, said at the time.

“We will invest in building and nurturing the Dick Smith community, and honour the great legacy of this Australian business.”

Kogan has now unveiled the result of two months work, a brand new Dick Smith website. The site was not scheduled to go live for another month.

“The new and improved dicksmith.com.au is open for business, and it’s better than ever,” said David Shafer, executive director at Kogan and Dick Smith.

“The efficiency with which we have been able to relaunch Dick Smith is the same efficiency that will see us delivery product and price leadership into the future.

“We are extremely proud of the speed with which we were able to relaunch the Dick Smith online business, with a leading website, product range, and back-end systems to power the operation. All orders from today onwards come with the full backing of the Kogan.com business, and are supported by our first class Australian customer service team.”

The collapse of the Dick Smith brand had been disappointing for many Aussies, he added, and said it will be a mission to bring back the trust and faith from the population.

“Our digital efficiency will help to make the latest products more affordable at Dick Smith, and rebuild the legacy of the brand as a leading destination for the latest technology.

“It is early days and we are only just getting started. We are a customer focussed business and we are here to serve our customers. We invite all Dick Smith customers to give us comments and suggestions to continually improve the new Dick Smith online store.”