By Lisa Johnston
New products on display at the American International Toy Fair, held in N
King of Prussia, Pa. — Microsoft is rolling out five more mini stores this month.
The corporate boutiques, which the software maker has variously described as “pop-up” and “specialty” stores, feature a curated selection of Microsoft products, including Surface PCs, Windows smartphones and Xbox gaming systems.
The latest locations will bring the number of mini stores to 33 nationwide.
The mostly mall-based specialty stores have an open, kiosk-like format, allowing them to be quickly set up or shut down to support product launches or other special events.
Microsoft has also employed the temporary shops during the holiday season, having opened 34 locations last October, some of which are still in operation.
“By expanding our retail footprint, we have the opportunity to bring Microsoft products and a premium retail experience to life by continuing to offer the choice, value and service our customers have come to expect from the [flagship] Microsoft Store,” wrote communications strategy general manager Jonathan Adashek in The Official Microsoft Blog.
The company opened two mini stores on April 5, in Elmhurst, N.Y., and Tampa, Fla.; will open a third at the King of Prussia Mall here April 13; and will add another two locations April 19 in Murray, Utah, and Providence, R.I.
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.