San Antonio — The Progressive Retailers Organization was at the Westin La Cantera Hill Coun
Sixth Avenue Electronics continued its expansion last month with the opening of its 11th store, located here.
About 150 customers were lined up on a Saturday morning in anticipation of the store's grand opening.This is the chain's second Long Island location, joining one in Carle Place, N.Y., that opened last year. A 12th store in Brick, N.J., is slated to open later this year and additional Long Island locations are being considered, said Mike Temiz, Sixth Avenue Electronics president.
The 23,000-square-foot Commack facility differs somewhat from the chain's traditional footprint, said Tom Galanis, operations VP, by being square instead of rectangular. Galanis said it gave the store's interior a more comfortable feeling.
The main selling floor is dominated by a long, glass counter area where digital cameras and cellphones are sold. The open area in front will feature tricked-out show cars built by Sixth Avenue's custom audio installers, Galanis said.
The perimiter is dominated by a series of home theater and video demo rooms — sponsored by vendors such as Pioneer, Sharp and Monster Cable — and by two large plasma and LCD display sections. Another area has been set aside to give side-by-side demonstrations of Blu-ray and HD DVD players, and there is a single mobile electronics installation bay in the back.
The store also includes a custom installation room where consumers can design there own home theater. Sixth Avenue employs 40 CEDIA-certified custom install technicians, Galanis said.
The store is adjacent to the busy Jericho Turnpike corridor and it will immediately face stiff competition from five established CE retailers located within a mile of the facility.
Sixth Avenue chairman Billy Temiz recognized the competitive nature of the neighborhood, but he said a great deal of research was done prior choosing this location to ensure that it would be successful.
Galanis said Sixth Avenue's strategy of offering entry-level to high-end products enables the stores to draw customers in and then upsell them through their commissioned sales personnel. In addition, Sixth Avenue, a member of the PRO Group buying organization, tries to be a destination store by creating interest through Sunday circular ads and its Web site, www.6ave.com, instead of simply drawing foot traffic off the street by hyping low-priced items.