Fort Worth, Texas -- As part of a previously announced plan to expand into non-traditional channels, RadioShack said its first shop-in-shop college store has opened at the University of Texas at Austin.
Located within the University Co-op bookstore, the RadioShack-branded section features consumer electronics products geared toward college kids. The Top Tech at UT Students' Fingertips RadioShack's retail space consists of a 12-ft. section of wall located on the first floor of the Co-op, and features items such as headphones and Bluetooth speakers.
The UT retail space is the first RadioShack college store location planned for 2013, with additional college bookstores, stretching from New York to San Diego, to be added to the roster throughout the fall. This is a part of the five-year agreement announced earlier this year with NACSCORP, a subsidiary of the National Association of College Stores, to offer an assortment of consumer electronics and accessories to the nearly 4,000 college store customers NACSCORP currently serves.
"The college consumer is one of the most connected consumers out there, and what better way to introduce the reinvigorated RadioShack brand to this audience than to go where they are, and give them what they need to make their technology not only work for them, but to make their lives more fun," said Joe Magnacca, CEO, RadioShack Corp. "Non-traditional locations like this one at the University Co-op can serve as a gateway to a new generation of consumers for RadioShack, where we can begin to stake our claim as being the go-to source for the technology they need."
RadioShack collaborated with University Co-op president and CEO George Mitchell to develop the University of Texas product mix.
The opening this fall of college store locations follows closely on the heels of RadioShack's announcement in early July that it is debuting several concept store locations over the next several months to deliver a more interactive and engaging shopping experience. The first of these concept store locations debuted in Manhattan in June.