David Jones strikes brand deal with Dick Smith

David Jones in attempt to turaround its electronics category in face of aggressive discounting.

David Jones (DJS) has struck an exclusive co-branding deal with Dick Smith to run its electronics business, in an attempt to turn around one of its poorest performing categories in the face of aggressive discounting.

The three-year deal will see David Jones' electronics business rebranded “David Jones Electronics Powered by Dick Smith”.

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