Kogan relaunches Dick Smith as online-only store

Rachael Micallef
By Rachael Micallef | 4 May 2016

Kogan.com has relaunched the Dick Smith brand as an online-only business after acquiring the business in March.

The new site for the online business have gone live as of today in Australia and New Zealand, with a 'Relaunch Sale', one month ahead of its expected launch in June.

Kogan.com and Dick Smith executive director David Shafer says Dick Smith customers will be able to access the best prices on products as a result of the combined buying power of the Dick Smith and Kogan.com businesses.

“Dick Smith’s recent history has been disappointing for many Australians, but for millions of us, it is an iconic brand we all know and love,” Shafer says. “We will work hard to restore the faith Australians have put in the Dick Smith brand for almost 50 years.

“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.”

Kogan.com owner, Ruslan Kogan acquired the Dick Smith brand in March, following news that Dick Smith was closing its doors after the troubled retailer was placed in voluntary administration.

Along with the brand name, the deal gave Kogan ownership over Dick Smith's trademarks, online business in Australia and New Zealand, customer and loyalty databases, websites and domain names.

A Belarussian migrant, Kogan founded Kogan.com almost 10 years ago, selling cheap consumer electronics such as private label TVs sourced directly from China and branded smartphones and tablets sourced from grey markets or through parallel imports.

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