RadioShack coming to Sundance Square Plaza

Robert Francis

RadioShack will open one of its new concept stores in the new Commerce Building in Sundance Square, the company announced today. The new concept store is set to open in October, just prior to the grand opening of the Sundance Square Plaza. The Fort Worth concept store will join several other concept locations in California, Massachusetts, New York and New Jersey. RadioShack is opening a select number of these high-touch stores filled with interactive features and playful experiences in high traffic and high profile locations as part of the company’s emphasis on reinvigorating its stores and repositioning the brand. The Fort Worth-based retailer opened its first new concept story on June 29 on Broadway in New York.

The signing of RadioShack’s lease will nearly complete the leasing of available space in the five-story Commerce Building. Other tenants include Del Frisco’s Grill and Bird Cafe and a Silver Leaf Cigar Bar on the street level and law firm Shannon, Gracey, Ratliff and Miller LLP taking the top three floors. This RadioShack store will be 2,357 square feet and will be located at 426 Commerce Street.

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“RadioShack is a great addition to Sundance Square and we are pleased the company chose to be here,” said Johnny Campbell, president and CEO of Sundance Square. “With the addition of RadioShack, this will nearly complete the leasing in the Commerce Building. The new concept store will fill a niche for downtown residents and shoppers alike. Supporting them as they revitalize their brand is important for all of us.” The new stores are the most visibile evidence of the changes made by the struggling retailer since the hiring of Joe Magnacca as CEO in February.

“We are incredibly excited to open a RadioShack concept store in our hometown, which also happens to have one of the most dynamic downtowns in the country. This store will be our showcase in Texas,” said Magnacca, in a news release. “Sundance Square is a perfect social location that encourages people to browse, shop and enjoy, which works for an interactive store experience. It’s very important for us to bring our high-touch concept to Fort Worth and have a presence in our community. We are proud to be here.” Also making an impact on RadioShack’s new strategy has been its work at another Fort Worth store on Camp Bowie Boulevard. The store has been dubbed the “living lab” by RadioShack officials and serves as the format and testing ground for a scalable store design that will be rolled out to select RadioShack stores in the coming year. According to a RadioShack news release, “this “low touch” approach delivers a more shoppable store requiring minimal investment for maximum impact. “