David Jones a reseller once again with technology business relaunch

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David Jones a reseller once again with technology business relaunch
A rendering of the new department's "Experience room"

Upmarket retailer David Jones will be relaunching its technology business on 9 November.

David Jones Technology will be available on the department retailer's online store and in eight physical stores across Australia, namely Market Street, Bondi Junction and Chatswood in Sydney; Bourke Street and Chadstone in Melbourne; QueensPlaza in Brisbane; Adelaide Central Plaza in Adelaide; and Hay Street in Perth.

“We have created an entirely new experience for our customers which brings together the latest and best edit of audio-visual and technology in an interactive environment,” David Jones chief executive David Thomas said.

“Our aim is to provide customers with an elevated offering through a combination of curated premium product, an interactive in-store experience, expert advice and specialised after sales service.”

The retailer will have both mass market and boutique offerings, with products including smartphones, televisions, accessories, smart watches, headphones and tablets.

Brands on offer include Apple, Samsung, Sennheiser and Bang & Olufsen in various price points, while brands at the higher end include Naim, Devialet and Master & Dynamic.

A rendering of the new David Jones technology department

There will also be concept rooms featuring “connected home” products such as the Google Home and the Apple HomePod, showcasing its interaction with various home products.

“It’s more than just technology,” David Jones head of audio-visual Scott Sullivan said. “Fashion is coming more and more into technology, with products often used as statement pieces in someone’s home.”

Sullivan told CRN that David Jones partnered with a number of Australian distributors, including Ingram Micro and Synnex.

In 2013, now-defunct Dick Smith Electronics took over the management of David Jones’ electronics business, renaming the department “David Jones Electronics Powered by Dick Smith.”

The joint venture ended in January 2016 with 181 staff made redundant, one month before the collapse of the electronics company.

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