New home theater retail network is coming to every state – Reuters
A revolutionary new home theater concept that will have its own network of stores and is expected to initially generate $30 million per year up to $104 million in sales is set to be rolled out nationwide by Lifestyle store managers based in Sydney.
The company which was formed through a new entity called Theater At Home, has already signed leases in several suburbs for new concept stores, including two in Melbourne, they are also negotiating stores within a concept store with big brands.
ChannelNews understands that 10 leases are about to be finalized.
The directors claim to have hired a silent funding partner, but they were unable to provide ChannelNews with the name of the partner funding the role.
The only thing found in any of the Theater At Home stores will be a complete home theater solution.
The stores won’t sell products directly, but the focus will be on selling a “total home theater solution,” said Vinod Christie David, general manager of the Lifestyle store.
“The target audience is tech-dyslexic consumers who want to invest in a new home theater without having to choose products. They just want a final solution. said Vinod Christie.
“We sell a complete solution including a screen, a projector, an audio system, furniture and the complete layout of a multimedia room for a single price.”
“The package includes everything you need to enjoy a home theater experience in a home, from the audio visual and aesthetics of the room to the furnishings.”
“We will adapt the solution to the package they have chosen,” he added.
Consumers will have several ways to purchase a home theater solution from Theater At Home.
They will be able to access a website online that will take you on a home theater journey with packages ranging from $15,000 to $30,000 and more.
They can also visit a store where the only thing on display will be a completed media room.
Or they can register for a trade show such as The Easter Show or several home shows that are back across Australia after the COVID lockdowns.
An extensive pitch document seen by ChannelNews is used to present the concept to potential partners and suppliers such as Epson, Sony, Synergy, Audio Active, Busisoft as well as Sony, BenQ, Sound United and distributor of Klipsch products in Australia.
According to Theater At Home executives, the concept was designed to be brand-agnostic, which the makers say allows them to offer multiple solutions built around major AV and audio brands.
They also claim they won’t need to reconfigure a home’s structural hardware to accommodate the equipment, as a key feature of the system is based on TAH engineers installing the theater “Without need to run cables through the wall structures,” said Christie David.
ChannelNews understands that part of the backend will be a Control 4 box.
They also plan to offer a home theater in a box for the do-it-yourselfer with all the necessary instructions for setting up the theater given to the DIY customer.
Currently, the company is building a nationwide network of installation partners including electricians and builders who the company says can supply theaters/
The scoping document states, “This presents a lucrative sales opportunity if the solution can easily be presented by these merchants or businesses to their customers.”
Builders and electricians will be able to install the home theater for their customers with the comfort of knowing that our support team is there to help with document claims if needed.
“Our pre-delivery team will pre-program and configure the system prior to shipment and our customer support team will work with remote installers to complete the final two configuration steps.”
TAH’s business plan claims that for the first few months they will market the product with a “free installation offer”.
The plan claims that significant sums will also be invested in marketing, including home shows, Easter shows where the concept will be demonstrated in fitted shipping containers.
The pitch document seen by ChannelNews claims that “The Theater at Home business was built around the principle of being able to complete every step of the online sales process, including education, setup and purchase.
As the journey of selling, configuring and buying takes place online, knowledge of the product must be acquired and a number of initial activities have been planned to achieve this, including ?
• The Home Theater website
• Home theater showrooms
• Demonstration rooms at home fairs
Once these are implemented, we will move on to the next step:
• Placement of partners (Builders)
• Store in store placement
• Event Location
All this is supported by an extensive marketing campaign.
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