Shopfloor DEALER PROFILE: SUPERFI, CAMDEN, LONDON


Left to right: Superfi sales director Jurek Mucha and managing director Dan Abrams


46


business’


‘We had to future- proof our


ERT Award-winning AV chain Superfi has opened a new store in Camden, north London. The downstairs area is aimed at attracting younger customers who love music, while above the shop is a smart apartment. Sean Hannam finds out how and why they’ve done it…


L shop ast year, Superfi, which has


high-street stores in London, the North and the Midlands, won ERT’s Consumer Electronics Retailer of the Year Award. Since then, it’s been inspired by our Turning Point


campaign and is now embracing the smart home. Upstairs in its new store in Camden, north London – which was formerly a Pret a Manger coffee


and is a short distance from


Mornington Crescent Underground station – it has built a smart-home apartment, while on the ground level, the shopfloor is aimed at younger consumers who want to buy fashionable headphones and stream music. ERT went to the store, just before the official opening at the end of May, and spoke to managing director Dan Abrams and sales director Jurek Mucha, who told us why they’ve been forced to change their business…


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