Dectronic CEO Stephen Becker has resigned his position after buying the PDM Solutions (trading as Electric Avenue) business from the company for R2.2 million.
Electric Avenue computer retail stores will soon trade 24-hours-a-day, seven-days-a-week, on a national level.
The first Electric Avenue retail store opened in Rivonia in November, selling computers and peripherals to the public.
Becker plans to open nine more "category A" stores in the near future, offering computer products and services on a 24-hour, seven-days-a-week basis. Another 40 "category B" stores, trading regular retail hours, will also be opened.
Electric Avenue stores will offer service and repairs to the public round the clock, making use of technicians in various areas on a contractual basis.
Becker has stepped down as CEO of JSE-listed Dectronic, although he is still fulfilling the role until a new CEO is appointed. Becker now has 100% ownership of PDM Solutions, which he says has major institutional financial backing, with private equity investment being investigated.
"The retail part of the business is really 'smoke and mirrors`. Our main focus will be on the service division; offering this to the South African consumer is what is going to drive our business," he says.
"After 8pm, our stores will be manned by technical staff only. This means customers can still purchase products but our main function will be to help clients fix whatever needs fixing, whenever it needs fixing."
Electric Avenue currently comprises a software and hardware retail section, an Electric Workshop and an Internet caf'e serviced by 12 terminals.
Further stores will soon open in Brooklyn, Pretoria, the Eastgate Mall and the Fourways Crossing in Johannesburg. Next on the list is a store in Tygervalley, Cape Town.
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