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Best Buy Exiting Second Specialty Biz

Naperville, Ill. – Just as quietly as it opened almost two years ago, Best Buy’s female-skewed digital imaging boutique, Studio D, will shut its doors here at the end of the week.

The 5,000-square-foot retail laboratory featured personalized service, soft music, classroom workshops and a limited assortment of CE in order to attract middle-aged moms who were turned off by Best Buy’s noise and clutter. The demographic, dubbed “Jill,” became one of the cornerstones of the company’s customer centricity program, and Best Buy is incorporating lessons learned from its Studio D experiment into its namesake stores.

The closing follows Best Buy’s divestiture in June of eq-life, the health-and-wellness concept stores it also opened about two years ago.

The company still operates Escape, a concept CE shop for 20-something early adopters located in the Lincoln Park district of Chicago.