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

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.