TWICE: RadioShack has been rebuilding its U.S. presence since Unicomer Group acquired the business in 2023. What have you learned about the U.S. consumer and retail market during that process, and how has it influenced the brand’s strategy?
Kevin Hamann (KH): Unicomer Group acquired RadioShack’s U.S. brand rights in 2023. It already operates more than 400 RadioShack stores and sells RadioShack-branded products through over 1,200 additional retail locations across Central America, the Caribbean, and South America, so we had a proven playbook to work from rather than starting from scratch.
The biggest lesson in bringing that to the U.S. is how much nostalgia actually drives purchases. Vintage-inspired items like turntables and radios have become some of our strongest sellers because they let people reconnect with a brand their parents or grandparents relied on. What surprised us is how much that resonates with Gen Z, too. They’re drawn to retro and vintage in a big way, so expect us to lean further into that category with new product launches. That insight shaped our go-to-market model.
We’ve reconnected with 170+ former RadioShack stores through our new Authorized Dealer program, giving them wholesale access to RadioShack-branded products again, and we’ve built distribution through leading marketplaces like Amazon, Walmart, Target, Best Buy and TikTok, with eBay launching soon. The goal is meeting consumers wherever they already shop instead of recreating the old store footprint.
TWICE: RadioShack has expanded its presence through retailers including Macy’s and Target. What role will these partnerships play in the company’s U.S. growth strategy, and are you looking to add additional retail partners?
KH: Our relationship with Target and Macy’s today is strictly online, through their third-party marketplace platforms. We wouldn’t rule out testing a small in-store presence down the road, but that’s not where those partnerships stand right now. Where we’re better positioned in the near term is with regional retailers focused on electronics and appliances, like P.C. Richard & Son, BrandsMart USA, and other members of the NATM Buying Corporation. Those retailers know the category, have knowledgeable sales staff, and give us a physical presence in markets where customers still want to see and touch a product before they buy. We’re actively in conversations to grow more relationships like that as we keep expanding.
TWICE: RadioShack has nearly a century of brand recognition, but consumer electronics retail has changed dramatically. How do you balance the nostalgia and heritage of the RadioShack name with the need to appeal to today’s consumers?
KH: Heritage is our biggest asset, but only if we don’t let it freeze us in time. We lean into what still resonates: the red logo, the vintage aesthetic, the idea of a trusted place for practical technology. Then we pair that with products built for how people actually live now, like Bluetooth earbuds, smart home devices, and portable chargers alongside the turntables and radios. We’re also investing in categories that connect generations in a different way, including STEM and DIY kits, soldering equipment and RC toys. Those give parents a way to share what they loved about RadioShack with their kids. Nostalgia gets someone to look twice. Quality, price, and good products are what earn the business.
TWICE: As Managing Director, what are your priorities for RadioShack over the next 12 to 24 months, and what will success look like for the U.S. business?
KH: Over the next 12 to 24 months, I’m focused on three things: expanding our retail and marketplace footprint, growing the Authorized Dealer program so more legacy RadioShack storefronts are back selling our products, and broadening the catalog into categories like STEM, RC toys and smart home. We’re also migrating our e-commerce platform to Shopify, which will give customers a fresher, more familiar shopping experience when they come directly to RadioShack.com. Success means RadioShack becomes a go-to brand again wherever nostalgia and everyday utility intersect. We want to be present everywhere our customers already are, with a product line that keeps earning repeat business.
TWICE: RadioShack historically had a strong connection to local communities and consumers who relied on its stores for technology and expertise. How do you plan to rebuild that relationship in an increasingly digital retail environment?
KH: The Authorized Dealer program is really our answer to this. By reconnecting with 170+ former RadioShack stores, we’re bringing back local, in-person expertise in communities that remember it, instead of trying to replicate that top-down from a corporate flagship model. On the digital side, we’re investing in a better direct experience through our Shopify migration and showing up on platforms like TikTok, where people discover and ask questions about products today. It comes down to two things: local expertise through our dealer network, and digital trust through a modern, accessible online presence.
TWICE: Looking further ahead, what do you want RadioShack’s next chapter to look like, and what do you believe will ultimately differentiate the brand from other consumer electronics retailers?
KH: The next chapter is RadioShack becoming a brand that makes technology feel personal again, where a product’s value comes from more than its specs. We’re doubling down on vintage and nostalgic products because that’s where we’ve seen the strongest response from customers across generations, while continuing to grow into new categories like STEM, RC toys and smart home.
What differentiates us from other consumer electronics retailers is that combination of nostalgia and everyday utility: real products people need, wrapped in a brand story that means something to them, sold through a network of local dealers and marketplaces that meet people where they are. If we get this right, RadioShack proves that a legacy brand doesn’t have to choose between honoring its past and building a real, modern business.
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