FORT WORTH, Texas — RadioShack has unveiled its first branded section of a college bookstore at the University Co-op at the University of Texas at Austin, as part of the retailer’s five-year agreement with NACSCORP, which sports the retailer's new logo.
The logo made its debut two weeks ago, when RadioShack unveiled its new concept store in New York City's Upper West Side.
The new shop-in-shop retail space at the University Co-op opened on Friday, July 11. Additional college bookstores, from New York to San Diego, are set to open throughout fall. The deal with NACSCORP, a subsidiary of the National Association of College Stores, will allow the retailer to reach the nearly 4,000 college store customers NACSCORP currently serves with its product offering.
The college bookstore program is also part of RadioShack's expansion into non-traditional channels through brand extension and partnership. The college market is key to engaging a new and informed consumer looking for the latest in innovation.
RadioShack's retail space within the store consists of a 12-foot section of wall located on the first floor of the University Co-op. It is a one-stop spot for students to find brand name and RadioShack's own exclusive private brand products and accessories.
"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 of RadioShack Corporation. "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."
"Unique franchise opportunities like this college store location at the University of Texas allow RadioShack to work with local entrepreneurs to help bring our brand to life in a way that truly resonates for consumers in a localized market. And in Austin, no one knows better how to serve UT students than George Mitchell," said Marty Amschler, SVP of franchise at RadioShack Corporation. "We've worked with George to develop a relevant mix of products that will excite and serve the needs of University Co-op customers."
"We're thrilled to have the chance to work with an iconic brand like RadioShack to add the consumer electronics category to what we can deliver for our customers," said George Mitchell, president and CEO of the University Co-op. "We're giving students a convenient choice for their CE needs by featuring the best of the best that RadioShack has to offer with this concept. Our students are able to visit the University Co-op to grab something they need, or perhaps even something they didn't know they needed when they left for class that day."