Dick Smith is back – as a Kogan white label online store

Just two months after announcing they had purchased the Dick Smith brand from administrators, Kogan have relaunched the Dick Smith website as an all new online shop.

Kogan is at pains to point out how fast they’ve been able to do this and it’s a credit to them it’s been done ahead of the scheduled mid-year relaunch.

However, the relaunch confirms exactly what we had assumed all along – the Dick Smith website is simply a white label version of Kogan.com – not that there’s anything wrong with that.

Comparing the two sites side by side in a single category, it’s easy to see.

Though the Dick Smith site has a more refined “home electronics” department list.

It is what it is, and that’s going to drive new business to Kogan. You might think it strange that a new retail storefront could help sell the same Kogan TVs – but the fact is the general public don’t know the Kogan TV brand as well as they know Dick Smith, so they are more likely to buy a Kogan TV from Dick Smith than ever go to Kogan.com for a TV. Simple really.