This is never easy. Purchasing habits change with technology, and almost all brick and mortar operators have felt some pressure for online purchases. It seems that even emblematic brands such as Bose technology are not immune to the powers of shipping the next day.
The audio company confirmed with The Verge this week its plan to close the stores in some 119 stores in Australia, Europe, Japan and North America in the coming months. Bose has a legacy of retail stores dating back to 1993, when he opened his store in the US. UU.
The plan certainly made sense then, get out of the sharpest images in the world and plant a flag with its own brand showcase. There is also much to say about the ability to offer demonstrations in person to consumers before they drop hundreds of dollars on a product. But apparently the model does not make much sense these days.
"It's still difficult, because the decision affects some of our amazing store teams that make us proud every day," the company said in a letter sent to employees. “They take care of each person that comes through our doors, either helping with a problem, giving expert advice or just letting someone take a break and listen to good music. Over the years, they have set the standard for customer service. And everyone in Bose is grateful. ”
Bose says it will offer layoff and relocation assistance to affected employees. It will also keep about 130 stores open in other parts of the world, including China, United Arab Emirates, India, South Korea and other parts of Asia.
This kind of thing tends to wane and flow, of course. When I met with the Nura headphone startup at CES, the company told me that it had opened a handful of small locations to showcase its own audio technology in person. Although obviously their own modest operations are not close to the size or scale of Bose.