twice connect

Six Audio Kings Converting To Ultimate

9/10/2003 11:48:00 AM Eastern

Minneapolis - Ultimate Electronics is extending its brand to all six Audio King stores in Minneapolis on Sept. 19, nearly completing the changeover of trade names.

Ultimate, which acquired the Minnesota chain in 1997, began the switch last February with the opening of a new store in Rochester, Minn., and will retire the 47-year-old Audio King nameplate permanently with the forthcoming changeover of its St. Cloud location.

'We plan to continue Audio King’s history of excellence in customer service,' said Ultimate president Dave Workman.

The name change is being communicated via local print, TV, outdoor and direct mail advertising.

The switch coincides with another change to a well-known regional A/V appellation: Best Buy has updated its Seattle-based Magnolia Hi-Fi brand, which has been redubbed Magnolia Audio Video internally and will begin appearing on all new stores.

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