Camera Electronic has defied the trend towards online shopping and will open its third store, on Hay Street, later this month.
That comes three years after the business opened its second location on Murray Street following five decades of business at the original Stirling Street location.
The business employs about 25 people and is jointly run by Saul and Howard Frank, whose parents, Ronald and Valerie Frank, founded the business in the 1960s.
Speaking with Business News, Saul Frank said Camera Electronic's latest store would cater towards travellers who were looking to use equipment in outdoors terrains.
That's slightly different to the other two locations, he explained, which predominantly cater to the pro-photography market.
He said the new store would sell premium brands, such as Sennheiser and Marshall, and would include a range of drone, robotic and waterproof electronics.
Mr Frank said while the business would promote its goods online, consumers who shopped in-store would receive a unique experience.
"It is good to try something new and different, even in tougher times," he said.
"The products aren't available online, you've got to go in store.
"It's something we're passionate about.
"It is a funny time [but] we just feel if we can do this and do it well ... people will come."
Camera Electronic's third location will open November 20.
