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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. Private-branding as "Dick Smith" or "DSE" was introduced on a large range of products from the lates. 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".
The business catered to electronics hobbyists, meeting a need Smith had felt. New Zealand[ edit ] Dick Smith Electronics registered for business in New Zealand in  and is believed to have opened a store the same year.
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