Circuit City tests new "lab" store

Richmond, Virginia-based electronics retailer Circuit City has just launched a new test store in Gurnee, Ill., outside Chicago. The new unit, referred to by store executives as a "lab," is described as neither a new prototype nor a new format, though it does introduce a new logo and a dramatic design of large, bright red circles on the exterior, a more open floor plan, numerous interactive displays and a new home audio department. Expanded merchandise assortments and displays will be tested and if successful exported to other stores. Circuit City opened a new prototype more than a year ago in Jacksonville, Fla., and is building all new stores to those specifications. The organization is currently testing several variations of remodeled stores in Florida, Chicago, Baltimore and Washington. D.C. The Gurnee unit is a wheel-and-spoke layout, radiating from the center, with up-front cashwraps, which are currently being installed in all stores. According to Ann Collier, CC spokesperson, "For the moment, it's just one more store and another ongoing test."