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Starpower Expands Flagship Store

North Dallas, Texas — Starpower Home Entertainment Systems has embarked on a multimillion dollar remodel of its flagship showroom that will double the size of it sales floor and add new products and services to the mix.

As part of the redesign, the four-store premium A/V and custom install chain, based here, is adding major appliances and floorcoverings from owned and affiliated companies, and a four-story entry tower with LED signage that will highlight the showroom’s interactive vignettes.

The new 15,000-square-foot concept showroom, part of the company’s existing campus here, is slated to open in April 2013. The current store will remain open during the construction process with minimal interruption to existing displays and services, the company said. Starpower expects to add 30 staffers to the location, bringing its employee count to more than 200.

The redesign represents the first expansion of the company’s Ed Kellum & Son Appliance business outside of its Highland Park, Texas, base. Starpower is leveraging the 63-year-old majap dealer to present premium white-goods from Sub-Zero, Wolf, Viking, Miele, Thermador, Whirlpool, KitchenAid and other brands within functional vignettes.

Starpower is also tapping affiliated firm Starfloors to provide and install hard surface and premium flooring from Shaw and Mohawk, as well as custom products previously not available to the general public, while Star Interior Resources, an affiliated construction business, will provide complete home construction solutions.

“This latest evolution of Starpower will be unlike any store anywhere,” said CEO David Pidgeon. “In today’s economic environment, our clients are looking for real value. This new showroom delivers, becoming a ‘one-stop shop’ where our award-winning staff will efficiently and effectively deliver and install better home solutions at competitive prices.”

Starpower chairman Daniel Pidgeon added that the new showroom “combines the finest in all of our industries [and] sorts through the challenges of making important home lifestyle choices.”

Starpower, a member of the Home Entertainment Source (HES) buying group and a two-time winner of TWICE’s Excellence In Retailing Awards, has been providing premium A/V products and custom installations to upmarket consumers, including sports and entertainment celebrities, since 1995. The company, which lays claim to being the largest custom installer in the Dallas-Fort Worth market, operates three showrooms in Texas and one in Scottsdale, Ariz.