Samsung has made official its rumored plan
to introduce mini Samsung stores
within 1,400 Best Buy stores throughout the US, reports the New York Times
. To be dubbed 'Samsung Experience' stores, the new retail spaces in Best Buy will be dedicated to showcasing its consumer electronics lines, with particular emphasis on its mobile devices including smartphones, tablets and notebooks. The mini stores will also include Samsung product specialists who will be present to assist customers for both sales and technical support.
"At the heart of who we are, this is about responding to consumer needs and requests and ensure they're delighted and empowered and happy with their choice of Samsung as a brand," said Ketrina Dunagan, Samsung's vice president for retail marketing told the New York Times. Dunagan, however, declined to comment when asked about how much Samsung was paying Best Buy in order to establish its retail footprint.
Apple already has a similar presence in Best Buy stores as well, although it is unclear where the Samsung stores will be located in relation to the Apple mini stores. Apple, however, also has its flagship retail stores that are among the most profitable retail spaces in the world. Samsung has experimented with smaller dedicated retail outlets in malls and shopping strips, but has yet to commit to taking on Apple head to head in full-blown retail endeavors.