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Circuit City Update: ‘Taking Our Time To Get It Right’

Six months ago global sourcing exec Ronny Shmoel announced plans to revive the Circuit City brand, which he acquired last year from Systemax.

At the time he projected a June opening for a Dallas prototype store, with an e-commerce site to follow. That’s all still in the works Shmoel said in the following statement issued to TWICE; he and top lieutenant Albert Liniado are simply taking more time to get it right:

 “A lot has changed since TWICE first broke the story back in January,” Shmoel noted. “We could have easily leased a location, put some product in and opened the doors for business.  Instead, we are taking our time to get this right.

“The response from our first announcement was overwhelming,” he continued. “Our vendors are very excited about the project. We have people from every industry reaching out, offering their services to help us rebuild this brand.

“After we took a step back and listened to what people were saying, we realized the scope of the project needed to change. The size of the store has increased to 6,000-9,000 square feet, and we are being careful with the design and layout and technology of the store to make sure it gives customers the experience they want to see in retail today, and is more scalable for future growth.

“We are actively working with our brokers from CBRE in Dallas, to find the perfect spot in one of the top trade areas in the Dallas-Fort Worth area.  The current retail climate in DFW is highly competitive right now.

“In the meantime, we are actively working on our website,, and launching on marketplaces, [so] you will now be able to see Circuit City live on Amazon’s platform.”

Shmoel concluded, “No one is more excited to see Circuit City come back than us. I could have just opened up a retail store quickly, but that is not fair to our future customers or the legacy that follows Circuit City.  This will be a carefully thought-out and well-executed business model and that takes time to fully develop.”