You do realise "dike" is a nick name for "Richard" being that the owner of the franchise is called dike Smith, it makes some kind of sense...
They would had a bit more respect to called themselves Richard.
You sell computer games to the public, which would includes many immature children, you know they would laugh at you if you called yourself a dike.
This dike Smith is actually quite a big store: http://dikesmith.com.au/dsau/home.jsp
I would not go anywhere near it, imagine carrying your shopping with their bag, there will be no street credit for you.