Samsung Expands Beyond Pop-Ups With Full-Scale Stores

In a potential challenge to Apple at brick-and-mortar retail, Samsung Electronics is looking to move beyond pop-up shops with its own full-scale U.S. locations. The company will reportedly open three stores on Feb. 20, which is the day that the brand is expected to announce a foldable phone and the Galaxy S10, Apple Insider reported.

Shoppers will reportedly test out and purchase items such as televisions, virtual reality (VR) glasses and phones at the stores. And they will be able to have repairs on a walk-in basis for mobile technology as well as customer support — service offerings similar to those at the brick-and-mortar locations of Apple. The outlet reported that the first Samsung stores will be at Roosevelt Field on Long Island, The Americana at Brand in Los Angeles and The Galleria in Houston.

As it stands, Samsung Electronics brick-and-mortar ventures in the U.S. have included spaces in retailers such as Best Buy as well as pop-up stores. The brand, however, has a space in New York City called Samsung 837. That location, however, is “foremost a showcase for the Korean company’s technologies,” according to the outlet.

The news comes after Samsung Electronics opened a massive 33,000-square-foot store in Bengaluru, India last year. According to reports at the time, the aim of the new location was to grow its lead over Apple in the smartphone market of India. As it stands, the India market has more than one billion wireless connections.

“India is an extremely important market,” Samsung India Senior Vice President, Mobile Business Mohandeep Singh told Reuters in September. Singh added that the tech company is intending to open more stores like this one in 10 of India’s top cities. “These stores … will really help us further consolidate our share as we move forward.” The stores would reportedly display Samsung mobile devices along with other innovations and consumer electronics products.