RadioShack Returns to Its Boston Roots with Grand Opening of Custom Concept Store in Downtown Crossing Business District

 RadioShack Returns to Its Boston Roots with Grand Opening of Custom Concept
                 Store in Downtown Crossing Business District

One-of-a-Kind Retail Destination Opens to Public; Showcases Company Focus on
"Do It Together" Collaboration

PR Newswire

FORT WORTH, Texas, April 10, 2014

FORT WORTH, Texas, April 10, 2014 /PRNewswire/ -- RadioShack today announced
the opening of its latest custom concept store, located in Boston near the
site of the company's first retail location, which opened in 1921. This
bolder, brighter custom concept store celebrates RadioShack's founding history
in Boston, along with its deep-rooted commitment to collaborating with
consumers to uncover what is possible through technology.

RadioShack opens its new custom-designed concept store in Boston today
featuring a nautical theme paying tribute to the company’s roots in the area.
The bigger, brighter store at 13 School Street in Boston’s historic Downtown
Crossing neighborhood is located just minutes from the site of the company’s
very first retail location, which opened in 1921. Features include interactive
areas where shoppers can discover and experience top-brand wireless speakers,
headphones and mobile devices.

Located at 13 School Street in Boston's historic Downtown Crossing
neighborhood, the newly remodeled store features a custom contemporary
nautical design, paying homage to the city's maritime heritage with sailing
rope accents, weathered wood and a ship's bow centerpiece. Interactive areas
throughout the store encourage shoppers to discover personalized solutions,
connect with sales associates and realize the unlimited potential of

RadioShack's expert associates bring their "make it happen" attitude to each
customer interaction, finding smart solutions to technology needs. This
collaborative spirit is at the heart of the brand's "Do It Together" brand
positioning and it is on display in the new Boston concept store.

"We are delighted to open our new custom concept store in Boston, the
birthplace of RadioShack," said Joe Magnacca, chief executive officer of
RadioShack. "Boston exemplifies the true spirit of innovation, and the city
prides itself on being a hub for entrepreneurialism. This is the ideal
backdrop to showcase RadioShack's fresh new look and renewed focus on
technology discovery and collaboration."

The School Street store is the third custom-designed location to open in the
nation and is one of 30 concept stores to open since RadioShack debuted the
new concept store model in July 2013. These new locations reflect the
company's strides toward reinvigorating its stores, revamping its product
assortment and repositioning the brand. All RadioShack concept stores showcase
an enhanced shopping experience, including:

  oA speaker wallwhere customers can shop and compare more than a dozen
    different speakers using music installed on in-store tablets
  oInteractive displaysthat encourage shoppers to compare products,
    including headphone demo stations where they can listen to leading brands
    like SOL REPUBLIC, Skullcandy and Beats by Dr. Dre; a remote control toy
    exploration center; and a GoPro camera display, demonstrating the
    capabilities of several camera models
  oA "Do It Together" Idea Centerwhere consumers can bring their ideas to
    life through collaboration with store associates at a convenient work
  oHelpful, informative RadioShack staff who can answer shoppers' questions
    about hundreds of products and services, and direct customers to the items
    that meet their specific needs
  oTechnologythat makes shopping interesting and playful, including
    touchscreens and apps to help shoppers understand product benefits
  oNewly configured displayshighlightingin-demand brandslike Apple, HTC
    and Samsung, as well as mobile carriers such as AT&T, Sprint and Verizon

Every detail within this custom concept store is tailored to celebrate
RadioShack's origins in Boston. Design and technology features unique to this
location include:

  oA nautical aestheticreflected throughout the store's interior, drawing on
    the city's maritime industrial history, including custom color palette,
    weathered wood with sailing rope accents, industrial lighting, a large
    navigation compass and ship's bow centerpiece installation
  oFree mobile device charging stations so consumers can pop in to power up
    their phones or tablets
  oA 3D printer on display for interactive demonstrations to showcase this
    powerful new technology for consumers
  oLocal content available throughout the store, so visitors and locals alike
    can use the store's tablets or mobile devices to find out more about fun
    things to see and do in Boston

To celebrate the opening of this new store, Mayor Martin J. Walsh, with Boston
dignitaries and business leaders, will join RadioShack for a ribbon cutting
ceremony on Thursday, April 10. At this event, the company will also announce
its support of innovation accelerator, MassChallenge, offering 20 percent of
the day's sales to the organization.

Neighbors to the new RadioShack are further invited to come see the
custom-designed store and pick up an instant savings coupon good for$10off
any$40qualifying purchase, while supplies last. Customers can also check-in
on Foursquare to claim this deal for a limited time.

With the opening of this custom concept store, RadioShack has updated 20
percent of the 30 stores in the Boston area, with locations receiving a range
of updates, from updated signage, to bright, redesigned interiors, to
interactive product displays for new product comparison.

About RadioShack Corporation

RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile
technology products and services, as well as products related to personal and
home technology and power supply needs.RadioShack^® offers consumers a
targeted assortment of wireless phones and other electronic products and
services from leading national brands, exclusive private brands and major
wireless carriers, all within a comfortable and convenient shopping
environment.RadioShack employs approximately 30,000 knowledgeable and helpful
sales experts globally.RadioShack's retail network includes approximately
4,300 company-operated stores in the United States, over 270 company-operated
stores in Mexico, and approximately 1,000 dealer and other outlets
worldwide.For more information on RadioShack Corporation, please visit; to purchase items online, please RadioShack^® is a registered trademark licensed by
RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300,

Photo -

SOURCE RadioShack

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