Dick Smith has opened its second Move concept store at Melbourne’s Emporium.

The first of its kind in the Australian consumer electronics space, Move sells fashion inspired accessories, computers, and mobile devices.

Move first opened in October 2013 at Westfield Bondi Junction in Sydney. It is backed by Dick Smith, but targets a new audience who will be able to purchase style-inspired technology.

“There is no doubt that Move benefits from Dick Smith’s years of experience in the retail space. However, Move is pioneering the growth of style inspired  technology in Australia, attracting customers who are interested in wearing technology rather than simply using it,” Michael Dykes, director of customer strategy and Move Stores, said.

To celebrate its Melbourne launch, Move has collaborated with leading Australian fashion designer, Dion Lee, with a range of limited edition smartphone and tablet covers.

The brand will open a second site in Melbourne later this month at Highpoint Shopping Centre, followed by a store at Brisbane’s Indooroopilly Shopping Centre in May.