Shmoel, now working under the name Circuit City Corp., acquired the brand, domain and associated trademarks in October from IT supplier Systemax, which bought them in a bankruptcy auction but abandoned the U.S. retail channel last fall.
Once the No. 1 big-box tech chain, Circuit City succumbed to a rapidly changing marketplace in 2008, and misfired in its second incarnation as an online-only sister site to Systemax’s TigerDirect.
This time, what Shmoel and his top lieutenant Liniado have in store for Circuit is an ambitious, multi-tiered game plan that calls for retail outlets, web sales, branded and private-label products, licensed kiosks, mobile shops and franchise opportunities, all under the iconic red-and-white banner.
The fun is expected to begin in June when the company opens its first store, most likely in the Dallas market, and relaunches CircuitCity.com.