Apple or AT&T? AT&T begins launch of new concept entertainment stores


A new AT&T concept store in Newport Beach is targeting broadening its reach by offering more modern entertainment merchandise such as virtual reality and streaming devices.

The store, at 4225 MacArthur Blvd., opened in August. It is one of 45 new high-concept stores to open in 2017.  The company said more stores are coming to Orange County by the end of the year.

Melissa Bahoora, director of sales for the Greater Los Angeles Area, said the reimagined stores focus on entertainment.  They are set up with round tables and couches. There’s no cash registers. Employees use iPads to process orders.

Phones are on center tables instead of the walls, making the store reminiscent of an Apple Store. Customers can also buy TVs, Roku streaming devices, accessories, the Samsung Gear VR device and audio devices like Beats headphones.

It also focuses on DirecTV’s offerings. DirecTV became a subsidiary of AT&T Communications in 2015.

“If you think of AT&T, you think of a place to get your phone. We wanted a place where you could get other things as well like your TV,” Bahoora said.

The store has 10 employees. It has been in the works for a year.



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