Paramus, N.J. — 6th Ave. Electronics, one of the last remaining New York metro area A/V chains, will kick off an aggressive expansion strategy with today’s opening of a new 25,000-square-foot prototype store and the goal of reaching $200 million in annual sales within two years.
The new flagship store, a former Kids “R” Us located here on Rt. 17, the most heavily trafficked retail corridor in Northern New Jersey, represents a major departure for the privately held, eight-unit PRO Group member. Gone are the stacks of grab-and-go loss leaders and any last vestiges of the dealer’s discount roots. Instead, the open layout, replete with granite floors and central glass cases for digital cameras, MP3 players, cell phones and other small electronics, is more akin to a jewelry showroom, with the company’s core A/V and 12-volt offerings neatly ensconced in recessed demo areas.
The store is also completely networked, allowing sales staff to demonstrate the integration of home entertainment and PCs and permitting customers to play video games online using in-store gaming pods.
Demo areas are dedicated separately to microdisplay TVs, plasma TVs, flat panel LCD TVs, rear projection CRT TVs, direct view CRT TVs, home audio, mobile audio, and accessories. Interspersed are vendor-supported showrooms for Epson, JVC and Panasonic Onyx products that are presented in home-like vignettes to suggest various custom-install options.
“This [store] offers the most lifestyle rooms of any of our locations, so that consumers can see how our products can be integrated into their home and work environments,” said president MikeTemiz.
The store also showcases custom-designed cars, an important new growth area for the chain.
6th Ave.’s upscale evolution is designed to emphasize its custom-install capabilities and further differentiate it from CE competitors. Indeed, the new store is walking distance from Circuit City, P.C. Richard, CompUSA and Harvey locations, while Best Buy and Electronics Expo are located further along the retail corridor. 6th Ave. itself also maintains a second Paramus store, which it will continue to operate.
Chairman Billy Temiz said the new flagship will serve as the template for future planned stores, and that older locations will be retrofit over time.
The Temiz’s heralded the flagship with a lavish pre-opening party for the trade, and will hold a formal ribbon-cutting ceremony with the town’s mayor this Saturday, when grand opening sales, specials and promotions will be offered chain-wide all day.