It’s been a bit since we talked about the H.H. Gregg brand on these pages, but the consumer electronics and home appliance retailer has officially opened the doors to its first brick-and-mortar store under its new ownership.
As we covered back in late 2017, H.H. Gregg was acquired by New Jersey-based holding company Valor Group, LLC. The firm, which outbid the likes of Sears and Best Buy to secure the rights to H.H. Gregg’s ecommerce website, customer files, and trademarks—all of which were put up at an auction after the retailer filed for bankruptcy. Within months, Valor had the H.H. Gregg website back up and running. And, in interviews with Valor executives, we learned that the company did have plans to reopen physical locations eventually.
The first location to be opened under the Valor banner is located at the Cedar Grove Shopping Center in Somerset, New Jersey. The official store opening happened on September 5, right after the Labor Day holiday weekend.
“We definitely see the value in a brick & mortar location,” Valor Group, LLC., Director of Retail Operations Eli Sapharti, said in a statement announcing the opening. “And we are also intimately aware that physical locations and overly rapid expansion is death to any company aiming for long years of success.”
Significantly smaller than what consumers were used to with the old H.H. Gregg stores, the new location fills a 2,000-square-foot space—down from the 18,000-square-foot big box stores. Sapharti said the smaller size makes more sense given the changing nature of retail. The new store will feature major consumer electronics from a number of the top brands in the industry, including Apple, Microsoft, Samsung, LG, Sony, Dell, Panasonic, Philips, Dyson, DJI, Sandisk, Western Digital, and Garmin. Additionally, shoppers will find some of the top camera brands like Canon, Nikon, and Fuji, and kitchen appliances from the likes of Kitchenaid, Cuisinart, Bosch, Breville, and Hamilton Beach.
“We’re very aware of retail trends and the emerging strategy of a smaller physical location,” Sapharti said. “Combining market trends with our own analysis of 25 million H.H. Gregg customer records, we recognized this is the most effective way to keep providing consumers with the same service and trusted name that H.H. Gregg built since its founding in 1955.”
No plans were shared in the release around additional planned openings. Common sense would seem to suggest that Valor will use this New Jersey location ahead of the holidays as a sort of testing ground to see if their new brick-and-mortar strategy resonates with shoppers and then determine the viability of opening more locations moving forward.
Whatever their plans, it’s always cause for celebration in this industry when a new store opens.