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. But Ultimate Electronics president Dave Workman reminded, "We plan to continue Audio King's history of excellence in customer service."
The name change is being communicated via local print, TV, outdoor and direct mail advertising.
In another well-known regional A/V appellation change, Best Buy has updated its Seattle-based Magnolia Hi-Fi brand to Magnolia Audio Video internally and will begin appearing on all new stores.