Dick Smith (retailer)

This article is about the electronics retailer. For the company's founder, see Dick Smith (entrepreneur). For other uses, see Dick Smith.
Dick Smith Holdings Limited
Formerly called
 Dick Smith Electronics
Subsidiary
Traded as ASX: DSH (former)
Industry Retail
Founded Sydney, Australia (1968 (1968); 48 years ago)
Founder Dick Smith
Headquarters Chullora, New South Wales, Australia
Areas served
 Australia and New Zealand
Key people
 Ruslan Kogan[1]
Products Consumer electronics
Brands
  • Dick Smith (Australia)
  • Dick Smith (New Zealand)
  • Electronics powered by Dick Smith
  • Move
Revenue Increase AU$1.319 billion[2] (2015)
Profit Increase AU$37.9 million[2] (2015)
Total assets Increase AU$508.52 million[2] (2015)
Total equity Increase AU$169.14 million[2] (2015)
Owner Kogan.com [1]
Number of employees
 3,300[2] (2015)
Slogan Do More. Save More.
Website www.dicksmith.com.au (Australia)
www.dicksmith.co.nz (New Zealand)
An original Dick Smith Electronics store in Wagga Wagga, New South Wales

Dick Smith Holdings Limited (formerly Dick Smith, Dick Smith Electronics or DSE) was a major Australian retailer of consumer electronics, founded in 1968 by Dick Smith and owned by him and his wife until 1982.

New owner Woolworths Limited sold DSE to Anchorage Capital Partners in 2012 who floated it on the Australian Securities Exchange (ASX) in 2013. By December 2015, the retailer franchise' share price had fallen 80% and, in January 2016, a halt in trading was requested. On 5 January 2016, Dick Smith Holdings Limited (and associated entities) was placed into administration by its creditors.[3] On 25 February 2016, a statement released by the receivers detailed the closure of all Dick Smith stores due to failing attempts to sell the company.[4] Approximately 2,460 staff in Australia and 430 in New Zealand were to be made redundant as a result of the closure.[5] All Dick Smith stores closed on 3 May 2016.[6]

History

The business started in 1968 in a small rented premises in a car park in the Sydney suburb of Neutral Bay with a total capital of only AU$610. Initially, the business focused on installing and servicing car radios. In 1969, the business's success required it to move to bigger premises, first Atkinson Street, St Leonards, later Carlotta Street, Artarmon with flagship store nearby on the Pacific Highway, Gore Hill.

Alongside the car radio business, Dick opened "Dick Smith Wholesale". The business catered to electronics hobbyists, meeting a need Smith (himself a keen hobbyist) had felt. In those days, hobbyists could only buy components from larger wholesale companies better setup for dealing with commercial customers. After touring overseas electronic stores to study modern merchandising methods, Smith introduced self-serve shopping and produced an annual mail-order catalogue with a substantial data section. To ensure almost every electronic enthusiast in Australia had one of his catalogues, it was included free in the popular electronics magazines Electronics Australia and Electronics Today International. The catalogues included ever-increasing amounts of data on electronic components, which helped make it an essential reference for anyone involved in electronics professionally or as a hobby. With the advent of the Internet, the catalogue last issued in 2009.

Expansion

A Dick Smith Wizzard – a combination computer/video game console that was rebranded and sold through the stores

The company profited from the CB radio boom of the 1970s[7] and by the end of the decade had stores in all mainland states. Though many CB radio stores closed when interest waned at the end of the 70s, Dick Smith Electronics thrived on exploding PC sales and its established electronic components and kit lines.

DSE's own-brand System 80 computer, which was a clone of the Tandy TRS-80 Model I,[8] led a highly successful line, including the Dick Smith Cat (an Apple II clone), the VZ-200 and VZ-300. The company also sold brand name personal computers such as the Commodore VIC-20 and Commodore 64. In 1981, the Super-80 kit computer was developed as a joint venture between the company and Electronics Australia magazine.[9]

The company expanded its product range, especially during the 1970s and 1980s, and stocked items such as the Heathkit electronic kits, satellite TV receiving stations, Beeple pagers and the Dick Smith Wizzard computer game. The company was an early seller of telephone equipment including answering machines, cordless and novelty phones.

Woolworths takeover

In 1980, the company had grown to 20 stores and the founder sold 60% of the company's working share to Woolworths Limited. Smith sold the balance to Woolworths in 1982 and it took full ownership of the company, having paid a total of A$25million.[10][11] The company continued to add to its network of small "main street" stores in suburbs and regional cities across Australia.

Powerhouse

The logo used for Dick Smith Powerhouse stores before the branding was discontinued in 2009

The late 1990s saw the company establish "Dick Smith Electronics Powerhouse" super-stores across the east coast of Australia. The first Powerhouse store was opened in Bankstown, New South Wales in 1996.[12] These were several times bigger than regular stores at approximately 2,000 square metres (22,000 sq ft) and contained departments for the main product categories and supermarket-style checkouts. The "Powerhouses", as they were known, carried a wider range of products than the smaller DSE stores, especially in the computing, audio-visual and amateur radio areas, and introduced Music to the range. Some installation services were also introduced as well as Computer repairs and upgrading.

In 2002–2003, the Powerhouse concept changed to focus on a broader consumer market and less towards electronics enthusiasts. Component ranges shrank and general electronics books ceased to be stocked. The Yaesu dealership was relinquished, ending a 27-year partnership. Electronic kits were transferred to the smaller DSE stores and were replaced by small appliances such as kettles, coffee makers, toasters and frypans which were removed in late 2008. In late 2007, Powerhouse stores also transferred many other small components, tools, leads and connectors, continuing to distance the super-stores from the company's roots.

In 2007, Dick Smith Powerhouse stores introduced a home installation service known as "PowerSquad" to install major items such as TVs and computer systems or to provide set-up and training on smaller items such as wireless networking and MP3 players.[13] The Powerhouse name was retired in 2009 as part of the company's re-branding. These stores are now known internally as Dick Smith "Large Format". The home installation service was relaunched in 2009 as "Mobile Techxpert Services" and again as "Clever Dick" in 2012, in line with the company's new branding.[14]

2008 rebranding

Hornsby DSE, housed inside Westfield Hornsby, was the first store to be renovated under the new concept

In early 2008, following Woolworths' review of its consumer electronics division, Dick Smith Electronics renovated its flagship store in Hornsby, New South Wales, as a "concept" under the branding "Dick Smith Technology". The store's design and product range was completely reworked incorporating a more modern feel while removing all electrical componentry and much of its tools. These products were replaced with a larger range of computers, gaming, televisions and Macintosh computers, much of which had previously been only sold in Powerhouse stores.

Inside the first Dick Smith concept store Hornsby DSE following its rebranding as Dick Smith Technology

Following further strategic review, the company decided to push forward with the new concept under the reworked "Dick Smith – Talk to the Techxperts" branding, merging all existing Dick Smith Electronics and Powerhouse stores under the same banner. In late 2008 the new Dick Smith logo (designed by Hoyne Design) and format was rolled out with many Powerhouse stores such as Macquarie Centre and Auburn being rebranded to fit the new unified company logo.[15] Powerhouse stores also cleared the majority of their small appliance lines in favour of electronic gadgets, toys and health devices with a new line of exercise equipment introduced to selected stores in early 2009. While some stores still remain semi- or fully branded as Powerhouse, the advertising of this brand has discontinued and these stores are pending store refits to update the branding.

Newly branded Dick Smith outlet in the Sturt Mall, Wagga Wagga

As of 2012 Powerhouse style stores, now "Large Format Stores", opened in Chadstone Shopping Centre and Bendigo in Victoria, Marion, South Australia, Perth central business district, Innaloo and Rockingham in Western Australia, Hobart in Tasmania, and Stockland Rockhampton in Queensland, under new "Dick Smith – Talk to the Techxperts" branding. The new format stores had a refreshed look and logo, carried a similar range as all other Powerhouse stores minus the electrical components, plugs and sockets, with more of a focus on technology such as computers, entertainment and communications. In March 2009, Woolworths Limited CEO Michael Luscombe confirmed the end of Powerhouse as a separate entity, also adding that the company's third consumer electronics brand Tandy would be gradually phased out over the next three years as the stores' leases ended. This phase left "Dick Smith" as the sole brand in the company's consumer electronics division.[16]

Acquisition by Anchorage Capital

On 31 January 2012, after nearly 30 years of ownership, Woolworths announced that after the results of a strategic review and a $300 million restructuring, it would close up to 100 Dick Smith stores and sell the business.[17] At the time, Smith, who was still involved with the company in a minor role, was concerned that the company would be sold to a foreign investor. However the company was sold to Australian investment firm Anchorage Capital Partners in September 2012, for the sum of A$20 million in cash.[18][19][20] Although the sale of Dick Smiths totalled some $115 million, it has been argued that Anchorage only committed $10 million in funds due to the manner which they purchased the company, and the remainder of the funds were in fact sourced from the business itself through liquidation of inventory and plant equipment, and taking provision for future onerous lease payments.[21][22] In November 2012, Nick Abboud was appointed CEO.

In December 2013, Dick Smith was floated by Anchorage, becoming a public company.[23] At the time of the listing, the market capitalisation of the company was valued at A$520 million, less than two years after Anchorage had purchased the company for A$20 million.[24][25] Anchorage initially retained 20% of the shares in the new company, selling their stake in the company altogether in September 2014.[26]

Alliance with David Jones

From 1 October 2013, Dick Smith took over the operation of the home entertainment department in 30 David Jones retail stores in Australia and online. The venture was created by the use of a Retail Brand Management Agreement (RBMA). The RBMA allowed Dick Smith to economically extend its network of stores and operate under the banner "David Jones Electronics Powered by Dick Smith". The agreement includes televisions, computers, tablets, home office, audio-visual and other digital products, but not white goods or small appliances, which will continue to be sold by David Jones, with employees and inventory transferred over to Dick Smith.[27] In 2014, following the first anniversary of the opening of the first store, in response to high sales, Dick Smith planned to expand the offerings available to include more high-end items such as 4K UHD TVs and premium audio brands such as Bose.[28]

Purchase of MAC1

In September 2014, DSE announced the purchase of MAC1, an authorised Apple Service Centre and reseller for $1. It was planned to open MAC1 Store In Store (SIS) locations within selected DSE stores, increasing traffic and improving service. It was thought that MAC1, one of the largest Apple sales and service providers in Australia, would improve DSE's education market presence. By January 2016, MAC1 had two retail stores, in Wollongong and Canberra, and nine SIS locations, including four in New South Wales, two in Western Australia and one each in South Australia, Victoria and Tasmania.[29]

Trade Me alliance

In December 2014, DSE announced the launch of the Dick Smith Trade Me store. Trade Me's 3.5 million members would then be able to purchase directly from Dick Smith through their existing Trade Me on-line marketplace accounts.[30]

Financial troubles and receivership

A Dick Smith Electronics store in Melbourne, Victoria during the liquidation sale

On 4 January 2016, with the value of shares in Dick Smith Holdings having fallen by more than 80% since they were listed on the ASX in December 2013, a trading halt was requested.[31]

On 5 January 2016, the retailer collapsed and was placed into receivership. McGrathNicol were appointed as administrators by the company's board and Ferrier Hodgson appointed by the company's major creditors National Australia Bank (NAB) and HSBC Bank Australia.[3] Some analysts and investors suggested that the future of the company was in doubt, with one telling the Sydney Morning Herald "This could be the end of the road for Dick Smith".[10]

Ferrier Hodgson subsequently stated that gift vouchers and deposits would not be honoured and refunds would not be issued, including those for faulty products.[32] CEO Nick Abboud stepped down on January 12, one week after the company went into voluntary administration and receivership.[33]

On 15 March 2016 it was revealed that Kogan.com, the online retailer founded by Ruslan Kogan, had acquired Dick Smith’s online business for an undisclosed price.[34]

Kogan.com Acquisition

Having failed to secure a buyer for the stores, receivers Ferrier Hodgson announced, on 25 February 2016, that all 363 DSE stores in Australia and New Zealand would be closed, with the loss of 2,460 jobs. The closures were to be completed by the 3rd of May 2016.[35][35][36][37]

Dick Smith at Westfield Warringah Mall closed on 3 May 2016

On the 15th of March, online E-Commerce company Kogan.com had announced its purchase of all intellectual property rights for the Dick Smith chain, including the domain names and back stock.[38] By May the 4th, all stores were closed and the Dick Smith brand was revived by Kogan via an online retailer.[39]

Private label products

Dick Smith Electronics was long known for its private label range of electronics branded "Dick Smith" or "DSE". Although initially in the 1980s, DSE branding focused on phones, telephony equipment and some components, the brand was expanded into a larger range of electronic devices and components with less focus on telephony. In 2007 the DSE brand was used on a wide range of products including portable DVD players, set-top boxes, TV aerials, AV receivers and amplifiers, NiCd and NiMH rechargeable batteries as well as alkaline and lithium batteries, digital cameras, speakers, flash memory devices, UHF radios, webcams and Ethernet, crossover, USB, composite analog, component analog and 240V power cords.[40]

Many DSE-brand products were re-branded versions of the same or similar products also marketed by manufacturers under their own brands. An example of this was the DSE SD card range manufactured by ADATA and sold alongside ADATA's own SD cards in many stores. Other DSE house brands were Shimasu, Digitor and Koolshades, the 1990s youth brand.

Sponsorships

DSE sponsored the Melbourne Stars in the T20 Big Bash League cricket, a number of tennis tournaments including the Hopman Cup (Western Australia), the World Tennis Challenge (South Australia), the Brisbane International (Queensland) and the The Apia International (Sydney).[41]

The company was a sponsor of the National Rugby League nine-a-side tournament, the Auckland Nines[41] and of the AFL club Richmond from 2008 until the end of 2011.[42]

Stunts

External video
Dick Smith Electronics past ads

At one stage the company was promoted through its annual catalogue, wacky ads and publicity stunts. For example, Smith claimed that he would tow an iceberg from Antarctica to Sydney Harbour, cut it up into small bits and sell it for 10 cents a cube. On the morning of April 1, it appeared as if he had succeeded as hundreds of phone calls began flooding into local radio, television stations, and newspapers reporting the iceberg, most of which were from Dick Smith employees. However, he instead towed a man-made iceberg, constructed on a barge, with a big sheet of white plastic and firefighting foam as an April Fool's joke.[43]

Outside Australia

Hong Kong

DSE's first foray offshore was the establishment Dick Smith Electronics (HK) Limited in Hong Kong in 1978. It operated a small buying office and one retail store, at two locations in Ashley Road, Tsim Sha Tsui, Hong Kong. The store targeted tourists generally and Australians, in particular, looking for tax-free DSE products. An international edition of the flagship catalogue was published in support of the operation. In the face of fierce competition from established local retailers and disappointing sales, the business closed in June 1980.

New Zealand

In New Zealand, Dick Smith Electronics had over 75 locations[44] including the "Powerhouse" stores, the first opening in Hamilton, then Manukau, followed by Sylvia Park in Auckland, and Palmerston North. A third brand "Dick Smith Technology" store has also opened in Lower Hutt, following the same Powerhouse product range. Its e-commerce website uses a search engine by SLI Systems that learns from what the users search for.[45] The "Talk to the Techxperts" now "Dick Does" rebranding has commenced in New Zealand, including at the Westfield Riccarton new concept store, which opened on 28 May 2009.

United States

From 1980, DSE operated a small number of stores in the United States, in Northern California and Los Angeles, but which had closed by the end of the decade.

See also

References

  1. 1 2 http://www.newshub.co.nz/business/dick-smith-revived-by-online-entrepreneur-2016031507#axzz47kIaq3Ck
  2. 1 2 3 4 5 "2015 Annual Report" (PDF). Investor Centre. Dick Smith Holdings. Archived from the original on 29 December 2015. Retrieved 29 December 2015.
  3. 1 2 Dick Smith fears turn true skynews.com.au, AAP. 5 January 2016, Retrieved 6 January 2015
  4. ↑ "Ferrier Hodgson - Press Release: Dick Smith group to close". www.ferrierhodgson.com. Retrieved 2016-02-25.
  5. ↑ "Dick Smith Group to Close" (PDF). Media Release. Ferrier Hodgson. 25 February 2016.
  6. ↑ Paynter, Jack. "Bargain hunters grab last minute bargains Dick Smith closes for the final time". Herald Sun. Retrieved 3 May 2016.
  7. ↑ "The CB Boom". OzCBRadios.com. Retrieved 11 February 2015.
  8. ↑ "At last a computer for those who know NOTHING about computers!" (PDF). ELECTRONICS Australia: 10. March 1978. Retrieved 11 February 2015.
  9. ↑ "The Super 80 Computer—at last" (PDF). ELECTRONICS Australia 43 (6-8). 1981. Retrieved 11 February 2015.
  10. 1 2 "'This could be the end of the road for Dick Smith,' says Forager Funds boss". The Sydney Morning Herald. 4 January 2015. Retrieved 6 January 2015.
  11. ↑ Nigel Moll (September 1992). "Logbook - Lindy's legacy". Flying Magazine (Sportsman's Market, Inc.) 119 (9): 46. ISSN 0015-4806. Retrieved 11 February 2015.
  12. ↑ Banks, Terry (4 September 1996). "Retailing Supernova: Dick Smith's new PowerHouse". ARN (IDG Communications). Retrieved 11 February 2015.
  13. ↑ Mcentee, Claire (27 April 2009). "Dick Smith to offer home tech help". Stuff NZ (Fairfax New Zealand Limited). Retrieved 11 February 2015.
  14. ↑ "Clever Dick". Dick Smith. Retrieved 11 February 2015.
  15. ↑ Chris Thorpe (3 April 2009). "You Don’t Know Dick". Brand New. UnderConsideration. Retrieved 11 February 2015.
  16. ↑ "Woolies sets deadline for Powerhouse and Tandy brands". Connected Australia. 9 March 2009. Retrieved 2009-04-07.
  17. ↑ Gannon, Genevieve (31 January 2012). "Woolworths to sell Dick Smith Electronics". The Sydney Morning Herald (Fairfax Media). Retrieved 9 February 2015.
  18. ↑ Janda, Michael (27 September 2012). "Woolworths sells Dick Smith to private equity". Australian Broadcasting Corp. Retrieved 9 February 2015.
  19. ↑ Woolworths sells Dick Smith chain to buyout firm for $A20m - National Business Review. 27 September 2012
  20. ↑ Dick Smith’s $400m fall: how a retail icon stumbled - Crikey.com.au, 28 September 2012
  21. ↑ Ryan, Matt Ryan. "Dick Smith is the Greatest Private Equity Heist of All Time". Retrieved 3 December 2015.
  22. ↑ "Dick Smith blames company's previous private equity owners' 'greed' for collapse; employees wait to hear fate". ABC News. Retrieved 26 February 2016.
  23. ↑ Mason, Max (5 December 2013). "Dick Smith flat after underwhelming debut". The Age - Business Day (Fairfax Media). Retrieved 9 February 2015.
  24. ↑ The agony and the agony: Dick Smith's journey from private equity plaything to IPO - National Business Review, 5 January 2016
  25. ↑ Fickling, David (5 January 2016) Who Killed Dick Smith? - Bloomberg, Retrieved 5 January 2016
  26. ↑ Investments-Dick Smith Holdings Limited - Anchorage Capital, retrieved 5 January 2016
  27. ↑ Speedy, Blair (12 August 2013). "David Jones in electronics retail deal with Dick Smith". The Australian (News Corp). Retrieved 9 February 2015.
  28. ↑ Greenblat, Eli (13 October 2014). "Dick Smith shifts most of its high-end electronics through David Jones". The Australian (News Corp). Retrieved 9 February 2015.
  29. ↑ "Dick Smith Electronics acquires Mac1 for one dollar". 12 March 2015. Retrieved 3 January 2016.
  30. ↑ "Press Release - DICK SMITH’S GROWTH CONTINUES, NOW THROUGH TRADE ME" (PDF). Dick Smith. 10 December 2014. Retrieved 9 February 2015.
  31. ↑ Eloise Keating (4 January 2016). "Dick Smith collapses into voluntary administration". SmartCompany.com.au.
  32. ↑ "Dick Smith receivers say gift vouchers and deposits will not be honoured". ABC News. 5 January 2015. Retrieved 6 January 2015.
  33. ↑ Janda, Michael Janda (12 January 2016). "Dick Smith CEO Abboud resigns, Grover to take over". ABC News (Australian Broadcasting Corporation). Retrieved 20 January 2016.
  34. ↑ Mitchell, Sue (15 March 2016). "Dick Smith brand to be resurrected by Ruslan Kogan". Fairfax Media Publications PTY LTD. Retrieved 26 March 2016.
  35. 1 2 "Dick Smith stores to close after receivers fail to find buyer; almost 3,000 jobs lost". ABC News. Retrieved 26 February 2016.
  36. ↑ "Dick Smith to close: Chain to shut down after receivers fail to win ‘acceptable’ offers". Herald Sun. Retrieved 25 February 2016.
  37. ↑ Tucker, Harry (30 March 2016). "All Dick Smith stores will close by April 30". Business Insider Australia. Retrieved 30 March 2016.
  38. ↑ http://finance.ninemsn.com.au/newsbusiness/9096646/online-retailer-kogan-to-keep-dick-smith-brand-alive
  39. ↑ http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11633409
  40. ↑ "DSE Brand Range Search". DSE Ltd. Retrieved 2007-12-19.
  41. 1 2 "Sponsorships". Dick Smith Holdings. Retrieved 9 February 2015.
  42. ↑ Wilson, Caroline (24 February 2011). "Tigers still searching for major guernsey sponsor". The Age - Real Footy (Fairfax Media). Retrieved 9 February 2015.
  43. ↑ "The Sydney Iceberg". The Museum of Hoaxes. Alex Boese. Retrieved 12 February 2015.
  44. ↑ "Store Locations". DSE (NZ) Ltd. Retrieved 2013-09-24.
  45. ↑ Koutsonikolas, Athena (1 August 2014). "Dick Smith Reports Strong Growth Online with Enhanced Search Technology". Power Retail (The Media Pad). Retrieved 12 February 2015.

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