Circuit City returning as an electronics boutique targeting millennials


Circuit City is making a comeback, but this time, it's going to be targeting millennials as an electronics boutique.
CEO Ronny Shmoel purchased the brand from Systemax in October, Twice Magazine reports, and will launch the revamped retailer in the Dallas market in June. The stores will sell tablets, video game systems, drones, 3D printers, and smartphones, in 2,000- to 4,000-square-foot stores. The company hopes to open 50 to 100 stores later in the year, the Dallas Morning News reports.
Systemax brought the brand out of bankruptcy in 2009, and unsuccessfully attempted to revive it online. In 2009, when the company started to liquidate, it had 567 stores with 34,000 employees.
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Catherine Garcia has worked as a senior writer at The Week since 2014. Her writing and reporting have appeared in Entertainment Weekly, The New York Times, Wirecutter, NBC News and "The Book of Jezebel," among others. She's a graduate of the University of Redlands and the Columbia University Graduate School of Journalism.
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