Dive Summary:

• After unveiling their revamped new logo weeks ago, RadioShack has opened its first branded section within a University bookstore, aimed at boosting profits for the embattled company..
• The new store-within-a-store concept is located on the campus of the University of Texas, located in Austin, and the retailer plans continued openings throughout the fall of 2013.
• "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," says RadioShack CEO Joe Magnacca

From the article:

"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.