Abt Electronics - Apple Sales Space

Photographs of a new sales space within the gigantic Abt Electronics retail store in suburban Chicago detail an apparent shift in Apple's cooperation with and support of authorized resellers. Not only does the space resemble a mall-based store from the outside, but it's being promoted as an "Apple Store" with signs within the store, and the interior bears an extremely close resemblance to Apple's own retail stores and independent Apple Centres.

The wall graphics appear to be smaller versions of a previous Apple store design, but like current Apple stores, are back-lit around the edges. The furniture has the same color, grain and design as provided to Apple by Fetzers' Inc. The white walls and wood floors also mimic Apple's design, although the ceiling design is completely different.

The design and promotion of the space as an "Apple Store" is unprecedented among resellers in the United States, although stores operated by international resellers are allowed by Apple to use this design. Even Apple's "store-within-a-store" concept used at CompUSA stores does not follow Apple's company-owned store design guidelines, but rather uses only distinctive signage to identify the space.

Abt Electronics operates a huge, family-owned electronics store in Glenview (Ill.), a northwest suburb of Chicago, which reportedly is the largest Sony and Panasonic dealer in the country. The 358,000 square-foot store opened two years ago, and resembles a shopping mall, with a large atrium, granite floors, marble columns, an aquarium and 60-foot tall fountain. The store consists of sale areas for many of the world's major electronics manufacturers that appear to be separate "stores."

The company operates just this one location, and is frequently used by the electronics companies to test-sell new products or test-market them at various prices. The owner, Bob Abt, is considered by many to be the "king" of independent retailers, and is well-known for his innovative sales approaches. Besides its size, number of products and effective design, the store thrives because of Abt's insistence on superior customer service. The Illinois Retail Merchants Association has more about Abt and his store.

In mid-June 2005, Abt Electronics will open an Apple-focused "store" within their building. Amazingly, the store includes authentic-looking interior details--edge-lit Apple wall graphics and wooden tables-- and promotional posters outside the space annouuncing, "Coming Soon - A New Way of Shopping, Apple Store."

In an interview with ifoAppleStore, Abt Electronics vice-president Phillip Hannon said the store has been selling more and more Apple products over time, and wanted to create a "comfortable and resourceful area" for customers to learn more about the products. Asked about the look-alike design, Hannon said the wood furniture was created by the store's in-house woodworking team, and was not obtained from Apple or their furniture provider.

Hannon did not directly answer a question about the source of the edge-lit wall graphics, saying that the final design of the store has not been set, and could change by the time the space opens. However, other contacts say the wall graphics are those routinely offered by Apple to resellers, and which are authorized for display in their retail outlets.

As for direct Apple support, Hannon said, "We're working with Apple in many ways." He described Apple as "a big partner" with Abt Electronics, but would not be specific on what support, financial or otherwise, that Apple provided for this new space. His remarks seemed to indicate that Apple was fully aware of the new sales space, and what it looks like.

Here are exclusive photos of the exterior and interior of the Apple sales space. Again, it appears to be a store within a shopping mall, but is actually a sales space within the Abt Electronics store. Also check Abt Electronics own collection of photos and a virtual tour.

What appears to be the interior of a shopping mall is actually the huge Abt Electronics store in suburban Chicago. The Bang & Olufsen "store" is actually a sales area of the Abt building, and not an actual store. The sign on the front of the white-painted barricade indicates that "The Apple Store" is "Coming Soon" (see below).

The announcement sign seems to indicate that an "Apple Store" is coming to the Abt Electronics store. In the background is the Panasonic sales area of the store, which itself resembles a store installed by Panasonic. It's unknown what support Panasonic or Bang & Olufsen provides to Abt Electronics for the sales space devoted to their products.

The interior of the future Apple sales area resembles an authentic Apple store: edge-lit wall graphics on white walls, wood tables and wood floor. The ceiling, however, does not match the current Apple store design. An Abt Electronics vice-president said the wood furniture was built by the store's in-house woodworking staff, but he would not identify the source of the wall graphics, which resemble a previous version of those used in Apple's stores.

The walls of the Apple sales area feature official Apple store graphics that are edge-lit, and appear to be powered from built-in wall connections. The graphics are smaller than the ones used in Apple's stores, and a previous generation (current view). The wood counters appear very similar to those manufactured by Fetzers' Inc. for Apple's stores, but an Abt Electronics vice-president explained the counters were built by Abt's in-house woodworking team. The use or purpose of the PC computer on the far left isn't clear.

The back of the store includes a theater area with overhead video projector, and will be used for demonstrations and other events.