Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
The company would like to enter South and Central America and expand further in Europe. "I don't think there's anywhere we don't want to be," Duarte said. "Mobile devices are so universal and widespread now, there's really not anywhere we can't operate." Cellairis was established in 1999, opened its 100th store in 2003 and began franchising in 2005. The company ranked ninth on Franchise Times' list of the 55 fastest-growing U.S. franchise companies, having grown by about 900 percent over a roughly three-year period. Opening in-line stores where Cellairis already has kiosks is smart, because the company already knows the shopping center's sales per square foot and traffic levels, says John Schallert, a Colorado-based retail consultant. "It's not a big leap of faith for them to do this," Schallert said. "With a highmargin product like that, they can get their investment back pretty quick." The smartphone accessories market is valued at some $20 billion at least, and could reach double that amount by 2017, according to Velositor, a San Francisco–based market research firm. Cellairis stores are designed to appeal to any age group: The company wants the stores to be a place where mothers can be comfortable with children in tow, and also where business people can browse at leisure. "Kids are getting phones now at 12 and 13 years old," Duarte said. "We would think our demographic would focus more on the younger generation, but it really doesn't — grandma and grandpa are getting mobile phones and tablets too." Cellairis is launching a line of branded phone accessories built on the popularity of pop music stars Justin Bieber and Cody Simpson, and the company will incorporate separate sections for each celebrity into the design of its stores. Yet another section will be set apart in which customers may personalize cell-phone cases, upload images and customize templates. The stores boast elaborate chandeliers, soft lighting and custombuilt showcases. "Our in-line stores allow customers to find the best products in an atmosphere that is comfortable," Duarte said. "We're the first to market with a lot of goods. When a phone comes out, we typically have the accessories for it. It's a risk we take, even if the phone doesn't launch." SCT We're Federal Realty. WeÕre investing over $500 million in new and expanded opportunities on both coasts, as well as continually reinvesting in our core properties. All to create places where people want to spend time. (And time, you may have heard, is money.) We recognize that we cannot simply repeat history; we must continue to create it. Our disciplined yet innovative approach creates value for our communities, for our retailers and for our shareholders, year after year. PIKE & ROSE, ROCKVILLE, MD THE POINT, EL SEGUNDO, CA Find your place in our success story. YOU'LL FIND US AT BOOTH C141G AT RECON ICSC/LAS VEGAS, MAY 19–22, 2013. Set up your meeting today at leasing@federalrealty.com M ay 2 013 / SC T 127