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Best Buy Gets ‘City’ Neighbor, Circuit’s New Format Store

New York — The stretch of Fifth Ave. between East 44th and East 45th streets in Midtown Manhattan could become the most hotly contested block in CE retailing starting Thursday.

That’s when Circuit City opens the doors to a new format store, The City — directly adjacent to an existing Best Buy location.

Circuit City’s 20,000-square-foot concept store promises a tightly edited assortment, new fixturing, enhanced customer service and a more interactive shopping experience. The format also “makes it easy for consumers to swing by and pick up” their online purchases, CEO Phil Schoonover explained earlier this fall.

Circuit City has been promoting the opening — along with those of 64 other new and relocated stores this fiscal year — by giving away a Mazda sport utility vehicle each day from Nov. 4 through Dec. 3 as part of a Drive to 65 instant-win game. The retailer wouldn’t say how many of the 65 new stores will be The City locations.