michaels Camera Video Digital

michaels Camera Video & Digital has grown to become Australia’s largest photographic supplier with an impressive 2,200 m² of floor space over three levels in Melbourne CBD, employing more than 60 highly qualified, knowledgeable and experienced staff. Established originally in 1916 by the great-grandfather of current Managing Director, Peter Michael, michaels first traded as a pawnbroker and gunsmith. In 1928, Peter's grandfather opened a pharmacy with limited stocks of photographic equipment. Peter's father, Alan, came on board in 1950 and his fascination for photography led to the expansion of the photo department in store. The Michael family moved to concentrate solely on photographics in 1976 and has since flourished, being awarded the prestigious "Australian Photographic Dealer of the Year" award in 1988 and again in 1997, while cementing its place as Melbourne's premier photographic outlet. The additions of the michaels Media School and World Famous Camera Museum have lead to michaels being the must visit destination for photographic enthusiasts and professionals, in additional to Melbourne tourists with an interest in the photographic field. Although situated in one location, the business size is the equivalent of five or so specialty camera outlets. It has achieved this status primarily due to the enormous range and depth of stock kept and the depth of knowledge of employees and their attention to providing a very high level of customer service.