"We have worked hard and invested heavily to achieve our position in the consumer photographics industry, and will now look to replicate our learnings in computers, mobile phones, gaming and streaming."
Richard Coward is digiDirect's first computers and mobile category manager.
He joins digiDirect after moving to Australia from South Africa where he was managing director of Getting A Deal and previously electrical buyer for retailer JD Group.
"It's a privilege to be a part of an amazing company with a hungry vision for strategic growth," Coward said. "To have the opportunity to build something from scratch and see it turn into a success will be one of my most self-fulfilling achievements."
Coward holds a bachelor of commerce degree from the University of Johannesburg.
Joel Westworth has been appointed to the new role of gaming and streaming category manager, which includes computer accessories.
He has worked for digiDirect since 2015, initially in a retail store position but more recently as an assistant buyer.
Westworth previously worked for Ted's Camera Stores, and as a photographic studio manager.
"Our staff know cameras back to front, and it's exciting to be able to move forward and expand on this knowledge to create complete solutions for our customers in an ever growing space," Westworth said.
"There is a demand among gamers, streamers and content creators for higher quality production, and we can fill in the missing links while growing these new categories."