Future Shop shrinks new stores as retailer expands
Future Shop has opened its newest outlet in North Vancouver, a boutique- like shop reflecting a trend that is seeing the giant electronics retailer expand even as it shrinks the size of its new stores.
The downsizing is in the square footage. The newest store — which replaces a larger Future Shop at the Marine Drive location — is 5,000 square feet, less than one- fifth the size of a typical 27,000 square foot Future Shop.
And Future Shop plans to open more mini versions of its original stores in smaller communities across Canada, with the second one scheduled to open in Brockville, Ont. later this month.
The new store, a hybrid bridging the gap between Future Shop’s traditional bricks- andmortar stores and its cybershopping site FutureShop. ca, will be stocked with 1,000 of the retailer’s top- selling products. Shoppers will also be able to order through FutureShop. ca with free home delivery on purchases of $ 20 or more and next- day delivery to the store or another Future Shop location.
“This is the first time we are opening at this small of a scale,” said Elliott Chun, Future Shop’s communications manager.
“This one measures 5,000 square feet but it’s certainly small and mighty given the fact we’ve got about 1,000 products that are in store and then access to 60,000 products through FutureShop. ca.”
“The new stores will vary as we expand in 2013 — some might be 5,000 square feet, some might be 3,000, some might be 7,000 — it really just depends on the market we are going into.”
The shift in strategy comes as Future Shop marks the 30- year anniversary of the opening of its first store on West Broadway in Vancouver. Today the retailer has 149 stores, stretching from Vancouver Island to Halifax, and has expanded beyond its core electronics business. Items in its online store range from tools and furniture to fair trade jewelry and other handiwork. Along with its web store, it has a shopping app that has tallied up more than half- a- million downloads for Apple iOS and Android devices.
“We see it as a way for us to expand our business,” Chun said. “With 149 stores coast to coast in all the major markets, in some of the smaller centres, it doesn’t make sense to open up a 27,000- square- foot store.
“What’s great about the new stores is that you will find an assortment of the best- selling products. For example, instead of having the entire catalogue of video games, you’ll find the latest ones.”
Don’t expect the huge wall display of the 90 to 100 HDTVs you’d find in your typical Future Shop — the new one will have about 40 televisions on display.
Future Shop has been quietly but steadily expanding its product line, straying far from its electronics origins but meeting with success.
“If you go to Future Shop’s website today, you’ll find we’re selling baby- care products, sporting goods, tools — not core to what we are known for — electronics ... But it is an area that is getting a great response from customers,” he said.
Future Shop has added about 20,000 products in its expanded product line over the last 17 months. Along with televisions, stereos and other items for stocking up a home, you can now get beds, dishes, baby strollers, patio furniture and even PJs for your pet.
While the new store at 1076 Marine Drive opened its doors Oct. 21, 10 a. m. this Friday marks its official launch. The first 200 customers in the door get a gift card ranging from $ 10 to $ 50 and opening celebrations continue throughout the weekend. Canadian Olympic soccer bronze medallists Christine Sinclair, Brittany Timko and Emily Zurrer will be on hand Saturday for photos and autographs.
Future Shop is also hosting a web- based shopping challenge, a virtual shopping spree contest where Lower Mainland contestants will get a chance to win prizes.