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Will Samsung Threaten Apple's Retail Dominance?

Written by George Anderson

Samsung is going retail in a big way with the launch of a store-within-a-store concept that will eventually have it operating in 1,400 Best Buy and Best Buy mobile locations. Beginning next Monday, Samsung will open the first 500 of its 460-square-foot Experience Shops. Each shop will be staffed with Samsung employees.

Samsung tested the prototype, which focuses on its mobile solutions, at a Best Buy in Dallas. The consumer electronics retailer made room for the Samsung Experience, according to Forbes, by removing some aisles previously dedicated to compact disks.

"This is our first opportunity to demonstrate connected mobile products in a location with educated Samsung employees able to walk a consumer through the experience," Ketrina Dunagan, vice president of retail marketing for Samsung Mobile's U.S. unit, told Bloomberg News. "About 70 percent of U.S. population is within 10 miles of a Best Buy."

"We look forward to showcasing Samsung products in the Samsung Experience Shop in all Best Buy and Best Buy Mobile locations," said Shawn Score, head of U.S. Retail for Best Buy, in a statement. "This is part of our Renew Blue transformation strategy — working closely with vendor partners to innovate and drive value, while also updating our stores to focus on growing and profitable categories."

The move by Samsung is seen as a direct punch thrown at Apple, which has engaged in dueling copyright lawsuits with the South Korean electronics manufacturer in recent years.

Opinions are mixed on how much the opening of Samsung's shops will affect Apple, which operates more than 400 standalone stores around the globe as well as a robust e-commerce business.

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