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EXCLUSIVE:Fighting Breaks Out Between Management At Dick Smith As Sales Slump

EXCLUSIVE:Fighting Breaks Out Between Management At Dick Smith As Sales Slump

Senior management from the struggling retailer were told during an internal conference call that store traffic at the struggling retailer was down, store management responded by blaming the impact of the Companies online operation. 

Dick Smith CEO Nick Aboud told managers that “customer traffic is no excuse for stores not performing in sales”.

ChannelNews understands that as of 25th of October internal sales budgets were down over $100 Million, while internal profit targets were down $26M.

Aboud who has been personally driving the online sales operation, told managers that their claims were “smoke and mirrors” he “blamed the teams in stores for letting the company down” a comment that did not go down well with senior store managers who are struggling to grow their business. 

According to sources Dick Smith wants online to make up 15% of their overall sales operation going forward. This claim management will take the pressure off the Companies looming cash flow crisis with distributors set to be used to fulfil orders for Dick Smith’s online operation.

Both buyers and merchandising executives at Dick Smith, have told ChannelNews that there are real concerns over the Companies house brand strategies with senior executives claiming that a lack of “experience” in the Companies Hong Kong based house brand sourcing office, had led to major problems for buyers who they claim were not consulted about stock being shipped into stores.

The General Manager of the Hong Kong Office for International Sourcing at Dick Smith Electronics is Tony Abdel-Ahad.

 Abdel-Ahad, joined Dick Smith from Abu Dhabi based Mezzo Middle East two years ago which was prior to the Company being floated. 

Mezzo is a Middle East furniture Company, prior to that he worked as a regional director for Asteco a Dubai based Middle East real estate Company.
He appears to have no prior electronics buying or consumer electronics or appliance expertise. 

Insiders claim that he is related to a senior Dick Smith Director.

As of yesterday shares in the Company had slumped to $0.775 after trading earlier in the year at $2.29.

Last week shares in Dick Smith who is believed to be facing cash flow problems running into the peak buying period fell over 35% several institutional investors dumped their shareholding in the Company.  

Earlier this week we revealed that two more senior merchandising managers have quite the embattled retailer. This follows the of loss Rod Orrock the Director of Buying and Marketing at Dick Smith who quit 14 months after leaving a senior role at Harvey Norman to take a role at the mass CE retailer.

Orrock said that he left due to “ill health”.