Retail Excellence Award- Definitive Audio
Like many successful independent stores, one of the secrets behind Definitive's success has been its ability to survive by evolving its business. It started out as a small audio dealer in 1975 and in the mid-eighties turned its attention to video and began to experiment with offering custom installation services. It also expanded to two locations. Today the company is worth about 13 million and still has two stores, one in Seattle, which they just moved to a year and a half ago, and another in nearby Bellevue. It employs 63, counting retail sales associates, custom installers, designers and support staff.
Both stores showcase a sales floor and well-crafted show rooms that demonstrate home theater. Behind the scenes is a design center, staffed with full time designers, engineers and programmers.
To help show itself off, Definitive created an annual event several years ago called the Home Theater Experience. The June, two-day event brings consumers in touch with the store as well as several vendors, who participate. One night features a half an hour "VIP" event, before the main show, held especially for builders, architects and other big-name clients Definitive would like to attract. Ormiston said that this year's event managed to pull in 900 people over its course.