AUG. 1, 2009 • Over 4,000 Radio Shack locations are getting rebranded to The Shack. The move is supposed to make the venerable electronics retailer more relevant to consumers. In recent years the retailer has embraced the sale of new and used video games.
Impact: We see this rebranding as another example of the retailer attempting to become more relevant to consumers today. The addition of new and used video game sales in recent years were also steps in that direction. Whether The Shack will ever be seen as hip, we can’t say. Yet the rebranding is positive, and given this dealers substantial nationwide reach, the company has a real chance to become a strong game retailing competitor.
