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First McIntosh Experience Center Opens

Jose, Calif. – Century Stereo opened the country’s first McIntosh Experience Center on
Friday evening, attracting more than 100 people to a grand-opening event in
which Primary Wave and the Taddy Porter band played an acoustic
selection of songs from their EMI album.

The event generated McIntosh
sales and sales leads, the company said.

McIntosh is rolling out
McIntosh-dedicated Experience Center rooms in dealer stores “to elevate the
entire experience that consumers have with our brand” and “broaden the customer
base to consumers who can appreciate anything that is at the top of their
class,” said Linda Passaro, global VP of sales and marketing.

The second Experience Center will
open Thursday, Nov. 10, at IQ Home Entertainment in Fairfax, Va.

McIntosh hopes to open 10 Experience Centers per
year beginning in its fiscal 2012, which begins in April, Passaro told TWICE.


revealed its intentions

year ago to launch Experience Centers as part of its drive to position
itself as a luxury brand to expand its customer base beyond audiophiles to
include affluent consumers who are serious about music.

As part of that effort, the brand
is also pursuing distribution through luxury retailers outside typical CE
distribution channels.