You Don’t Know Dick

Guest Review by Chris Thorpe Since 1968, Dick Smith Electronics has provided Australian consumers with a wide range of electronic products, from transistor radio kits and cables to computers and cameras. Founded by entrepreneur (and more recently aviator) Dick Smith, it used a series of marketing gimmicks (including creating a fake iceberg and sailing it into Sydney Harbour) to raise its public profile until it was sold to Woolworths in 1980. As part of Woolworths’ recent rebranding, the identity has been changed to reflect the updated style of the rest of the Woolworths Group. It is also an attempt to counter general perceptions of the company as a budget retailer, along with absorbing Dick Smith Powerhouse and Tandy Electronics, creating a unified electronics store for the Woolwort