Willoughby's Adds Pentax In-Store Station

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recently became featured brands at New York City's landmark camera retailer

Willoughby's Camera

, which has constructed dedicated selling stations for both brands in its Fifth Avenue storefront.


Pentax and Willoughby's held a launch party for the press at the store Wednesday night to show off the store-within-a-store showcase. Both the Pentax and Leica stations were designed by Alex McCord, one of the stars of the hit Bravo reality TV series  "Housewives of New York."

The two stations face each other at the front of the store's entrance, flanking a central corridor that leads into the main selling area. Products are showcased both on countertops and behind glass in high-end wood-veneer cabinets with illuminated glass shelving.

The Pentax station also includes a large saltwater aquarium, complete with fish, coral and a waterproof Optio W90 all-weather camera.

Other highlighted products in the showcase are a high-performance K-7 DSLR camera line, premium lenses, multicolored K-x cameras and a line of binoculars.

Willoughby's owner Joseph Douek said  the Leica and Pentax retail stations were built in tandem and launched about three weeks ago starting with Leica. Willoughby's wanted "a brand that would complement" the Leica showcase for the opposite side and selected Pentax, he said.

"We are among the top 10 Pentax dealers in the country," Douek told TWICE. "We thought it would be a great opportunity to showcase a brand that may not be as well known as Leica, but makes great stuff, too."

 Douek said he expects the stations will generate a spike in sales, adding that both brands are among the store's best sellers with off-the-street purchasers.

As part of a promotion to celebrate the opening of the Pentax stations, the retailer invited shoppers to trade in any pre-owned camera for savings on a new Pentax digital camera purchased over the counter in the Willoughby's shop between noon and 2 p.m. Thursday, June 24.


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