East Brunswick, N.J. — Electronics Expo, the New Jersey A/V specialty start-up, has opened its sixth store in just under three years.
The new 13,000-square-foot unit, located here on a heavily trafficked shopping and commuter corridor, has a smaller footprint than its predecessors, and represents the latest format for the near $100 million chain.
The box features a central glass showcase area for small electronics, and separate showrooms to showcase the company’s expansive assortment of flat panel and rear projection HDTVs and custom install options.
“The business is changing dramatically,” said president/CEOLeon Temiz, “and we’re evolving our format accordingly.”
To that end, the store features novel display concepts including cantilevered mounts for plasma and LCD TVs that allow customers to examine the rear panels and hook-ups, and a multi-room home environment that demonstrates such whole-house controls as an in-wall iPod dock station for distributed sound.
Temiz said the company’s custom installation services extend to architectural and general contract work, allowing customers to re-build rooms or add extensions to their homes.
In the store the emphasis is clearly on flat panel, with a healthy helping of 1080p models. Brands include Panasonic, Pioneer Elite, Sharp, Sony and Toshiba, while Mitsubishi also weighs in for DLP rear projection. Electronics Expo also carries ProScan and Westinghouse to cover its opening price point bases.
Temiz said the three-year-old company’s growth has partly come at the expense of competitors, but also from new business created by generating excitement in the stores.
The PRO Group member is currently working on opening its seventh store, and ultimately plans to operate between 12 and 15 locations in New Jersey.