Virgin Mobile Opening First Flagship Store in Chicago
Virgin Mobile USA is opening its first company-owned flagship store in Chicago today. Traditionally, Virgin Mobile has sold devices and service within other retail stores, such as Best Buy. The new flagship store is not focusing on device sales, however, so much as it is focusing on providing an introduction to the Virgin Mobile USA brand and in-store tutorials on what users can do with their devices. "Employees at the store will do everything they can to keep you a fan, coming back," said Ron Faris, head of brand marketing at Virgin Mobile, to The New York Times. The store is not explicitly designed to be a retail space, but has more of a relaxed, lounge atmosphere. According to Virgin Mobile USA, it will serve as the blueprint for more company-owned stores to come.
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Best Buy will close 250 of its small store stores, which are mostly located in malls and focus on selling mobile devices. "The mobile phone business has matured, margins have compressed and the cost of operations in our mobile standalone stores is higher than in our big box stores," said Best Buy in a memo seen by Reuters.
Relaxed, Lounge Atmosphere.
If it's opening in Chicago...
Does sound like an interesting concept, though.