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It has to do with something we've been told is dying.

"The loss would have a disruptive effect on the company at a time when it faces considerable challenges."

It was first honed at Big W, then Ezibuy.

The price points are under $55. So what's getting under their collars?

This is the first step in a strategy to grow his market share worldwide.

“I simply do not see any other way to operate as a business."