Dick Smith has relaunched today in Australia and New Zealand, less than two months after entrepreneur Ruslan Kogan purchased the electronic chain’s intellectual property and said he would continue to operate it online.
Kogan purchased Dick Smith’s trademarks, websites, domain names and customer databases from the company’s receivers for an undisclosed sum back in March.
At the time, Kogan.com said it would take ownership of Dick Smith’s online business from June 1.
However, the online retailer announced the relaunch of Dick Smith this morning, one month ahead of schedule.
Dick Smith’s revived online store will sell more than 5500 products, including smartphones, cameras, tablets and home appliances.
Kogan.com hopes its fast shipping and customer service infrastructure will win over customers who recognise and are loyal to the Dick Smith brand.
David Shafer, the executive director of Kogan.com and Dick Smith, says he is extremely proud of how quickly Dick Smith has been relaunched.
“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,” Shafer said in a statement issued to SmartCompany.
“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. We will work hard to restore the faith Australians have put in the Dick smith brand for almost 50 years.”
Broede Carmody is a former senior SmartCompany reporter. Before this, he was a co-editor of RMIT University’s student magazine Catalyst.
