Tandy is moving further away from its heritage as a provider of own-
brand accessories to ‘techies’ by launching special in-store
The units, to be branded Communications Centres, signal Tandy’s
commitment to take on high-street players such as The Link in the
burgeoning area of personal communications.
The centres, which will feature top brand names such as Vodafone,
Samsung and Motorola, will be operating in all of Tandy’s 348 high
street stores by the middle of November.
A TV marketing campaign is planned before Christmas to promote the new
Despite the project’s large investment, Tandy has taken the unusual step
of not charging the companies for the high-profile positions they occupy
in its stores.
The company expects the centres will drive up sales of mobile phones,
faxes and telephones by as much as 50% within 18 months. At present,
telecommunications accounts for around 20% of Tandy’s UK sales.
By having a separate sales unit dedicated to this area, Tandy aims to
demonstrate to its customers that it can offer a broad range without
impinging on its position as a mainstream electrical retailer.
But Tandy will be up against tough competition from a number of
The Link, owned by Dixons Store Group, has opened 62 stores and achieved
sales of pounds 21m since its launch in 1992. A further 50 stores are
planned for next year.
Neither will chains such as Carphone Warehouse give up hard-fought
territory to a relatively new competitor.