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RadioShack chooses Malaysia to kick off Southeast Asian expansion

AvantiKumar | Sept. 26, 2012
First RadioShack stores are at Mid Valley Megamall and a store-in-store in Borders, the Gardens Mall in Kuala Lumpur.

RadioShack in Malaysia

PHOTO - (from left) Tan Sri Tan Kok Ping, Adviser to the Penang Chinese Chamber of Commerce; Robert Tan, Group Managing Director of IGB Corporation;  Guest of Honour, H.E. Paul W. Jones, US Ambassador to Malaysia; Yau Su Peng, Chief Operating Officer of Berjaya RadioShack; Tan Sri Vincent Tan, founder of Berjaya Corporation; Tan U-Ming Director, Berjaya Retail; and Martin B. Amschler, vice president of franchise, RadioShack Corporation, USA.


The 90-year old US electronics retailer RadioShack has selected Malaysia as the location for its first stores in Southeast Asia.

During the launch, which was officiated by the American Ambassador to Malaysia H.E. Paul W Jones and retail magnate Tan Sri Vincent Tan, the Berjaya Corporation retail group chairman and chief executive officer Dato' Robin Tan together with RadioShack Corporation's vice president Martin B Amschler said they would grow the franchise in 10 Southeast Asian countries.

The first two stores are a 'store-within-a store' in the bookshop Borders at the Gardens Mall, and a store at Mid Valley Megamall in Kuala Lumpur. Three more RadioShack outlets are expected to open in the coming months - a stand-alone store at Berjaya Times Square, a store-in-store in urban bookstore Borders at The Curve and Tropicana City Mall, said Berjaya RadioShack chief operating officer Yau Su Peng.

The unique approach of placing a RadioShack in Borders, a bookstore, is a first for both brands, said Yau, who is also chief operating officer of Berjaya Books, which operates the Borders franchise.

"We want to make the buying of personal technology and electronics a pleasant and enjoyable experience whereby one is able to comfortably browse without feeling rushed or intimidated, not unlike book shopping," she said, adding that she would continue the RadioShack tradition of hiring 'staff who are passionate about technology yet understand that not everyone is as savvy as they are.'

Take the mystery out of the complexities

"This allows us, to take the mystery out of the complexities of technology in the language that the customer understands - from layman to tech-savvy to geek-speak. But more importantly it builds trust; not only of getting genuine, dependable products that will not let you down but also value for money solutions that suit your budget," added Yau.

"We're excited to see the RadioShack brand expand to our 33rd country outside the United States with the new locations opening in Malaysia," said RadioShack Corporation's Amschler. "RadioShack is known worldwide for helping customers find the right solution for their technology needs through industry-leading service and a thoughtfully selected assortment of technology products."

"Berjaya is a great partner and has a demonstrated track record of expanding the presence of leading U.S. retail brands in the region," he added. "We are pleased with the speed by which they have seized upon the RadioShack opportunity since we signed the franchise agreement in March."


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