SAN DIEGO —
Sony Electronics has closed 11 Sony
Style stores in as many states.
The closings, conducted last month, leave the chain
with 45 direct-channel locations, including 16 outlets
and a new Sony Store prototype that opened to the public
earlier this month in Century City, Calif.
Sony operated some 44 Sony Style stores at their
peak in 2008, with plans to expand that number to 60.
No additional store closings are planned.
According to a Sony spokesperson, the closings were
“a result of our ongoing evaluations and careful review of
our future direction. Sony continually evaluates all areas of
our retail business to ensure that we are offering the best
consumer experience while maximizing profitability.”
In a statement, Sony Corp. global sales and marketing
officer Kiyoshi Shikano described the new Century City
concept store as “a significant step in building a blueprint
for future Sony stores, both in the U.S. and around the
world,” but did not provide a timetable for the build out.
The format features a bright, open sales floor, on-site
support, and live, table-height displays designed to encourage
consumer demos.
In the meantime, branding for all of the company’s
stores and websites worldwide will transition from Sony
Style to Sony, and the U.S. outlet stores will be renamed
Sony Factory Outlet.
The list of last month’s closures includes stores in Arizona,
Florida, Georgia, Illinois, Massachusetts, Maryland,
Michigan, New Jersey, New York, Ohio and Pennsylvania.
