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Dimmeys was a major part of the working class Richmond Community.

Saturday mornings at Dimmeys drew people from all around Melbourne. Many customers sort out particular assistants whom they had known for most of their lives.

The store maintained a close association with the Richmond Football Club. the 1943 Premiership Cup was displayed in the store windows and the tower was painted yellow and black in 1981 to celebrate the 350th game of Richmond legend Kevin Bartlett.