Tweeter Unveils New Brand Strategy; New Store Concept And Brand Campaign Demonstrate Future Company Direction

10-Nov-04

The Tweeter prototype store in Summerlin, Nevada will feature an entirely new store design - unlike any other retail environment. Customers can walk through a series of notional rooms and discover by being able to switch seamlessly between movies, television, music and photography. Tweeter Home Entertainment Group today announces the future of Tweeter with a new concept store in Las Vegas and new national brand strategy. The Las Vegas store, which represents the future of the Tweeter brand, will open to the public in mid-January with an invitation-only preview during CES 2005 for Wall Street analysts, members of the media and business partners. The new Tweeter prototype store was designed through a collaborative effort between a cross-functional Tweeter team and Cincinnati, Ohio based FRCH Design Worldwide. ""The Las Vegas store is different than the Tweeter you see today at our current locations, says Jeffrey Stone, President and CEO of Tweeter Home Entertainment Group. ""We are moving from our current model of high quality product retailing, and evolving into a service company that offers discerning home and mobile entertainment buyers an entirely new array of solutions and services."" ""Together with new industry partners like Microsoft and HP complementing our existing supplier group, Tweeter is creating an innovative way for consumers to shop and experience entertaining solutions,"" added Stone. ""We plan to test and refine this concept in Las Vegas, and will integrate our learning into our other markets over time."" The store's unparalleled design is the work of Cincinnati-based FRCH Design Worldwide. Tweeter customers at the Las Vegas store will find entertainment systems that are specially designed and configured for experiencing sports, movies and music in a way that makes sense for them. Using an ""experience map"", customers will be able to navigate through display and demonstration areas. A team of highly trained ""Entertainment Architects"" will collaborate with customers to develop personalized entertainment solutions in a unique in-store design studio. Customers can walk through a series of notional rooms and ""discover"" by being able to switch seamlessly between movies, television, music and photography. They can also ""create"" by loading and sorting their favorite digital content for playback in any room of the house. In addition, there is a special in-store area for mobile multimedia and portable products as well as two rooms for breathtaking home theater and extraordinary audio demonstrations. The store will also feature a new Tweeter logo, design approach, guest experience and a new Entertainment Architect dress code - all of which will be tested for rollout to the rest of the Tweeter chain.

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