Our Story
The digiDirect Group was officially formed in 2025, bringing together consumer electronics retailer, digiDirect, online bookstore, Booktopia and other businesses in health, assets and property, hospitality and lifestyle under one umbrella, all owned by founder and CEO, Shant Kradjian.
The Group also supports The digiDirect Foundation, which drives the company’s philanthropic contributions, partnering with charities and causes which are close to the heart of the Group’s business units and its people.
digiDirect was founded in 2005 by Kradjian and has become a retail powerhouse in consumer electronics with a focus on being a key destination for customers focused on content creation, looking for a comprehensive range of photo & video products and accessories, as well as a curated range of computer, mobile, gaming and streaming products at competitive prices. digiDirect has seven stores in its network across New South Wales, Victoria, Queensland and Western Australia while also providing an extensive e-commerce offering. Its online proposition includes an online marketplace, digiMarket, which provides customers with a deeper range of categories and products under the same roof and digiSeconds, offering access to pre-loved, refurbished or as-good-as-new products, supporting the company’s approach to sustainability and contribution to the circular economy.
The company also operates a successful digiPrint offering, offering high quality, print-on-demand services for photos and is one of the most significant remaining physical outlets offering such services for customers. digiDirect also provides a convenient in-store experience for customers seeking to have their passport photos printed.
In August 2024, Shant Kradjian acquired Booktopia, identifying the company as a strategic fit with his group of companies, including digiDirect.
Booktopia is Australia’s home of books, providing an extensive library with access to millions of titles across thousands of categories, giving book lovers an unrivalled choice, for whatever they are looking for, in whichever format they prefer to read, from physical books to electronic and audio formats.
Following its inception in 2004, the company has built a reputation as one of Australia’s leading book stores. The brand puts a particular spotlight on Australian authors, giving them a platform to reach a large audience.
Thousands of authors and high-profile personalities have visited Booktopia to sign copies of their books since it began, which continues to prove popular with customers.
In May 2025, Shant Kradjian strategically acquired James Bennett, Australia’s most established and trusted library supplier. With a proud history dating back to 1964, James Bennett has long been a cornerstone in the delivery of tailored content and acquisition solutions for public, academic, government, and specialist libraries across Australia and New Zealand.
This acquisition represents more than just portfolio expansion, it reflects the digiDirect Group’s vision to build a future-facing ecosystem of consumer and institutional brands that shape how knowledge, technology, and lifestyle products are accessed and experienced.
Now operating as a vital part of the Group’s Retail & Logistics Division, alongside Booktopia and digiDirect, James Bennett brings with it an unrivalled network of global publishing partners, a wealth of metadata and content management expertise, and a legacy of excellence in serving the needs of libraries and educators for over six decades.
Together, the combined strength of these brands positions the digiDirect Group as a multi-channel leader in content and product fulfilment bridging the gap between individual consumers and institutions with scale, speed, and service quality that is second to none.
In June 2025, the digiDirect Group further expanded its Retail & Logistics Division with the strategic acquisition of Mwave one of Australia’s most prominent online technology retailers. Since its inception in 2006, Mwave has been at the forefront of the PC and gaming hardware market, offering one of the country’s most comprehensive ranges of custom PCs, components, and peripherals. The brand has cultivated a devoted following among gamers, tech enthusiasts, and professional creators, becoming a go-to destination for high-performance computing and gaming needs.
Bringing Mwave into the Group strengthens digiDirect’s position in the consumer technology space and unlocks powerful synergies across product categories, supply chain operations, and marketing capabilities. The acquisition complements digiDirect’s core retail expertise and expands the Group’s reach into new customer segments and communities driven by digital lifestyles.
As part of its integration, Mwave will transition its operations from Lidcombe in Western Sydney to the digiDirect Group’s headquarters in Strathfield South. Here, it will benefit from the Group’s state-of-the-art robotics-enabled Customer Fulfilment Centre, purpose-built to deliver operational excellence and speed at scale. All existing Mwave staff were retained as part of the transition, joining a growing workforce of over 400 employees across the Group.
Under the Group’s stewardship, Mwave is well-positioned to grow its product offering, strengthen supplier relationships, and enhance customer experience cementing its place as a leader in Australia’s rapidly evolving tech and gaming ecosystem.
Business Portfolio
The digiDirect Group also includes a portfolio of non-retail businesses owned by Kradjian, which reside in the following categories:
Health & Wellness:
The digiDirect Group has strategically diversified its portfolio with investments in three pharmacies and two medical centres across New South Wales. These investments reflect the Group’s commitment to supporting essential community healthcare services while generating stable, long-term returns in a sector with strong demand fundamentals.
Hospitality & Lifestyle:
The Group’s portfolio includes over 10 hospitality venues and a growing chain of 8 franchised fitness centres. These assets provide robust cash flow across key consumer sectors. This strategy reflects the Group’s focus on high-demand lifestyle industries that offer broad market appeal and strong, sustainable growth potential.
Property & Assets:
digiDirect also holds a diverse property portfolio valued at over $200 million, managed by its property arm, Pierge. This includes investments in equities, startups, and real estate. The strategy helps reduce risk across economic cycles while positioning the Group to benefit from both stable and high-growth market opportunities.
By combining stable, income generating assets across healthcare, hospitality, and real estate with innovative, high-growth ventures in lifestyle and emerging markets, the digiDirect Group continues to build a resilient, diversified, and forward-looking portfolio designed to deliver long-term value and sustainable growth.