Circuit City Stores Inc. (Richmond, Va.) has teamed with Sharper Image Corp. (San Francisco) to feature exclusive Sharper Image brand products in all of its more than 600 Superstores nationwide.
Once the program is in place, all Circuit City Superstores will have a large fixture featuring about 20 different proprietary Sharper Image Design products and exclusive Sharper Image brand products. After the success of this summer's testing in a few key stores, Circuit City now plans to roll out this Sharper Image concept throughout its entire chain.
“Adding the Sharper Image brand name to Circuit City's already industry-leading product selection demonstrates one more way in which we differentiate ourselves from our competitors,” says W. Alan McCollough, Circuit City's chairman, president and ceo. “We think our customers will be excited to find these fun, innovative products on our shelves, particularly as the holiday season approaches.”
“We are thrilled to be teamed with Circuit City,” says Richard Thalheimer, Sharper Image's founder, chairman and ceo. “Circuit City's strong national presence makes this an excellent opportunity for The Sharper Image to build its brand and its sales with a wider consumer audience.”
Sharper Image also announces plans to open 20 more stores by early December, bringing its total number of stores to 127. The company sells such items as personal cooling fans, digital vehicle compass systems and blood pressure monitors. It opened 14 new stores in 2001 and nine in 2000.
Circuit City operates 607 Circuit City Superstores and 17 mall-based Circuit City Express stores in 159 markets. Its product selection includes brand-name consumer electronics, personal computers, software, movies, music and games.