RadioShack shows off new prototype store in Manhattan

Posted Wednesday, Jul. 03, 2013  comments  Print Reprints

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RadioShack has opened a new concept store in Manhattan as a new management team works to retool the electronics chain’s stores to attract tech-savvy tech shoppers.

A new concept store is also planned in Fort Worth, but no other details were available Tuesday.

RadioShack said it will open a variety of store configurations in New York, New Jersey and Texas in the coming months. The store layouts will be customized based on location, local buying patterns and neighborhood needs.

The new New York store is the first visible change made at the store level since Joe Magnacca took over as CEO in February. Three months ago, he named a chief marketing officer and an executive to oversee store concepts.

In April, Magnacca, a former Walgreens executive, said he would implement sweeping changes as the company reported a $43 million quarterly loss on sales decline of 7 percent.

“Our goal at RadioShack is to make our iconic brand relevant to new segments of the consumer market, while reinforcing our commitment to the strong and loyal base of customers who have known RadioShack for many years,” Magnacca said in a statement about the new prototype released Monday.

Among the features, the store will offer newly configured displays featuring high-demand brands from Apple, HTC, Samsung, AT&T and Verizon. A speaker wall will allow customers to listen to different models of audio equipment using music from their own Bluetooth-enabled devices.

Magnacca said the company “pre-tested” the Manhattan store concept with consumer panels.

“We know that consumers are excited about them,” he said.

RadioShack shares (ticker: RSH) climbed 1 cent Tuesday to close at $3.20.

Sandra Baker, 817-390-7727

Twitter: @SandraBakerFWST

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