E-Store expands cyberspace shelves

The Sydney-based company now stocks computer hardware and software, kitchen appliances, electronics, games, music, health and fitness items, phones, climate control products, and home and lawn care goods.

The company said it now stocks more than 70,000 items from brand names such as Fisher & Paykel, Fujitsu, Sanyo and Westinghouse.

E-Store's managing director, Steven Spilly, said the company was expecting higher priced items such as white goods to be even more successful then their cheaper counterparts. He said experience from E-Store's online computer store, launched 12 months ago, had shown that more expensive items had taken up a greater percentage of purchased orders then smaller ticket items.

All of E-Store's products were brand names, and were guaranteed to be at least 10 per cent cheaper than those found offline, Spilly claimed.

He said the company had broken even in August last year, and now had monthly revenues of $750,000. E-Store's computer store revenues alone are expected to exceed $3 million a month within six months.

Spilly claimed the new stores will decrease the cost of buying by offering those already familiar with the site, as well as new customers, a greater range of products to buy in a single visit.

The company plans to continue to market towards technology "enthusiasts", in contrast to its online competitors such as dstore and Toyspot, which are both running mass-market advertising campaigns.

Another six stores will be launched by August, Spilly said.

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