The company press release announcing the opening of the store indicated that it would be too cool for Bruce and Bronny Bogan - “It is a first of its kind, premium retail experience for people on the ‘Move’”, said Nick Abboud, CEO of Dick Smith,and new uber up-market spin off Move.
“Move is pioneering the growth of style inspired technology in Australia. It is an exciting brand that targets customers who are interested in wearable technology – a trend we have witnessed overseas - where the demand is growing. Move is at the beginning of its evolution and we plan to make the brand available to more customers in equally unique stores in new locations soon,” he said.
Customers will be able to design accessories that reflect their own style, using an inspiration scrapbooking table. After creating their design, or ‘wrapping it up’, customers head to the ‘fitting table’ to produce their own, custom-made accessories.
To ensure a unique, premium shopping experience, Move staff are trained in the ‘ceremony of selling’, providing the customer an experience only normally available in prestigious international fashion boutiques.
We have it on authority that Move sells premium, ultra-cool gear only - Bang & Olfsen headphones, Beats Pill speakers, Samsung Galaxy Note 3, iPhones, Nokia Lumia's, and Sony's Xperia Z Ultra smartphone and underwater camera. There will be plenty of generously priced accessories, cables, and cases to accommodate the thickest wallet. Romance was Born have designed gear exclusively for the new concept store.
Sounds expensive, so I suggest you cut up those credit cards now!
Move - in real life
I visited the store to be greeted by securuty guards saying "Come back later - we are too busy". To be fair the queues were for the opening entertainment.
Later in the day it was just like any Westfield store - a little like an Apple Store - focusing on better quality, not quantity, inventory well laid out arond the walls and benches displaying Move's 'selections' of smart phones and tablets. The range was quite adequate.
Lithe sales people were heavy on service and light on knoweldge but to be fair the latter will come with experience - there were no Apple Geniuses (tech gurus) there on opening day. Pricing was, as expected, 'full retail' and I expect its the kind of category store that people will wait to visit during the sales.
Nice but no world first and certainly Bruce and Bronny Bogan would be welcome!