Woolies dumps the Dick

Stephen Withers
Thursday, 05 March 2009 06:54

Opinion and Analysis

Also missing is the word 'electronics' - it's now just 'dick smith' without even the courtesy of capital letters.

And although Dick's smiling face still appears on Dick Smith Foods products, that completely separate company has been complaining that its lines are being squeezed out as the big supermarkets (Woolworths and Coles) increase the proportion of own-label products on their shelves.

Anyway, it turns out that the changes at Dick Smith (Electronics) began in 2008. I hadn't noticed because my local DSE store still carries the old branding.

I suppose the change was inevitable as the company repositions itself as just another store in competition with brands such as Retravision and The Good Guys.

For long-time DSE customers, the sad thing is that this strategy is proving to be more profitable.

Given that Woolworths has owned the company for far longer than Smith did, it's perhaps surprising that his face still adorns any of the stores.

Still, it'll be the end of an era when the last 'Dick Smith Electronics' sign is taken down to be replaced with the relatively flaccid 'dick smith' logo.