Circuit City Plans Shop-in-Shops

Circuit City (New York) has unveiled the launch of its Series A funding round and plans for strategic in-store alliances with national companies. Designed to revolutionize the shopping experience in the consumer electronics industry, these “Powered by Circuit City” partnerships will integrate the retailer’s electronics expertise and global brand awareness with other platforms, both online and in-store, the company said in a news release.

The store-in-store concept will be the centerpiece of these collaborations, empowering customers of established well-known (but as yet unnamed) national companies to explore and purchase a range of electronics curated by Circuit City.

“The partnerships are a collaboration of iconic brands, reflecting Circuit City’s dedication to innovation and commitment to delivering strategic AI-driven solutions to an even wider customer base,” said CEO Ronny Shmoel, whose company bought the brand in 2016.

The integrations are slated to kick off online and in select locations this year, with plans for a more expansive rollout in 2024. “Powered by Circuit City” is an innovative store-in-store eCommerce partnership “that enables retail partners to capitalize on the growing consumer electronics market,” the company’s release said. “Companies in various industries often recognize the potential of this lucrative space but lack the necessary expertise and infrastructure. Circuit City addresses this gap by offering access to its platform, brand awareness, customer service, private label products and a white-glove consumer electronics experience.”

Once the nation’s second-largest electronics retailer, Circuit City went into a tailspin and closed its last brick-and-mortar retail store in 2009. It was reborn several years later by Shmoel as an online-only retailer.