The Yaesu amateur radio dealership was relinquished, ending a year partnership. Electronic kits were transferred to the smaller DSE stores and were replaced by the short-lived appearance of small appliances such as kettles , coffee makers , toasters and frypans. The company was an early seller of telephone equipment including answering machines , cordless and novelty phones. In March , 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. 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.
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 was offered. The Yaesu amateur radio dealership was relinquished, ending a year partnership. 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. In late the new Dick Smith logo and format was rolled out with many Powerhouse stores such as Macquarie Centre and Auburn being rebranded to fit the new unified company logo. Electronic kits were transferred to the smaller DSE stores and were replaced by the short-lived appearance of small appliances such as kettles , coffee makers , toasters and frypans. Component ranges shrank and general electronics books ceased to be stocked. In , the Super kit computer was developed as a joint venture between the company and Electronics Australia magazine. 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. Alongside the car radio business, Dick opened "Dick Smith Wholesale". In and , the Powerhouse concept changed to focus on a broader consumer market and less towards electronics enthusiasts. In , 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. Powerhouse[ edit ] The logo used for Dick Smith Powerhouse stores before the branding was discontinued in The late s saw the company establish "Dick Smith Powerhouse" super-stores across the east coast of Australia. Major changes[ edit ] Hornsby DSE, housed inside Westfield Hornsby , was the first store to be renovated under the new concept In early , 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". Some installation services were also introduced as well as Computer repairs and upgrading. 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. 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. In those days, hobbyists could only buy components from larger wholesale companies better setup for dealing with commercial customers. This phase left "Dick Smith" as the sole brand in the parent company's consumer electronics division. The business catered to electronics hobbyists, meeting a need Smith had felt. The company was an early seller of telephone equipment including answering machines , cordless and novelty phones. 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. The "iceberg" turned out to be a barge cloaked in white plastic sheeting and topped with firefighting foam , an April Fool's joke. 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. Publicity Stunts[ edit ] The company promoted itself with wacky-style and Smith's own publicity stunts. After touring overseas electronic stores to study modern merchandising methods, Smith introduced self-serve shopping, a breakaway from the longstanding counter-sales setup found in component sales at the time, and produced an annual mail-order catalogue with a substantial data section.
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