The first Move store opened at Westfield Bondi Junction in October last year, targeting women aged 25 to 35 with a range of curated range of ‘fashtronics’ – wearable technology products and digital accessories.
A year on from its inception, and the concept now has seven stores – the latest opening this week at Melbourne’s Southland – and it is gearing up for an e-commerce launch in the next month.
Michael Dykes, Dick Smith director of customer strategy, told Inside Retail PREMIUM earlier this year that the company was intentionally using a static website to drive people instore, and would consider e-commerce when it reached the 10 store mark.
This week he said the new website’s design will reflect the design instore.
“The synergies will look and feel the same as your store experience. You’ll be able to buy online and collect instore, you’ll have international shipping, and the store itself will ship your order, so if you are in Bondi your order will come from Bondi and will reach you much quicker,” said Dykes.
“Because we know Move has international appeal and people are dialing in to get some of these exclusive designer collaborated products, our website shipping internationally is really important.”
An additional seven Move stores will open across Sydney’s domestic and international airport terminals in the first quarter of 2015 in a $350 million deal with duty free retail operator, Gebr Heinemann.
The airport stores will be a launching pad to overseas markets, though international stores aren’t on the cards just yet.
“Our immediate focus is Australia and then New Zealand, which will be our first foray internationally, but we think the brand’s got a bit of maturing to do.
“We think getting it in an airport location where there’s so many transient people and it’s very high profile will enhance the brand and people’s awareness, and then it’s more likely to have international relevance,” said Dykes.
“We’re pretty considered about how we’ll do it. NZ first because we know that market really well, airports to grow the brand exposure, and then look at opportunities beyond NZ and Australia.”
The company is currently scouting locations in NZ, with a store expected to open in 2015 and a goal for a total of 10.
Move’s designer collaborations are the piece de resistance of the brand, with a new range of We Are Handsome designed phone covers instore off the back of past fashion brand collaborations including Dion Lee and Romance Was Born.
“The designer collaborations give the brand real fashion credibility, particularly if we can get them early enough to be exclusive.
“These designers are really looking for an outlet to express their creativity within technology because they understand wearables isn’t just fitness wearables, wearables from a technology point of view is also fashion, and phone covers are becoming an accessory to go with your outfit.
“Move is the first brand to be on trend and actually work with designers to forecast future trends on what people would want.
“We’ve employed a buyer with a fashion background who is already educating the buying team on materials and colour palette for the next season. An electrical business talking about fashion season is new.”