Dive Summary:

• This week, RadioShack opens the doors on its newly redesigned in-store prototype in Manhattan, aimed at engaging “tech-hungry” customers. The company plans to redesign many of its 4,300 stores worldwide.
• "We have pre-tested with consumer panels a number of the concepts that are rolling out in the 2268 Broadway store, and we know that consumers are excited about them," says RadioShack CEO Joe Magnacca.
• The new stores designed will be based upon ‘(geographic) locations, local buying patterns and neighborhood needs’. Along with a new in-store design, RadioShack has unveiled a redesigned logo.

From the article:

"I am very excited about this store, which brings the essence of our new 'RadioShack: Let's Play' branding to the heart of Manhattan, and I am also thrilled about the support and very positive reactions of our neighbors," said RadioShack CEO Joe Magnacca. "Our goal at RadioShack is to make our iconic brand relevant to new segments of the consumer market, while reinforcing our commitment to the strong and loyal base of customers who have known RadioShack for many years.”