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Microsoft To Open Holiday Pop-Ups

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The company plans to launch 32 pop-up stores this holiday season, according to computerworld.com, in order to market its Surface for Windows RT tablet.

The pop-ups will be located in U.S. and Canadian malls, including locations at the Time Warner Center in New York City, Fashion Show Mall in Las Vegas, the Glendale Galleria in Glendale, Calif., Perimeter Mall in Atlanta and Eaton Centre in Toronto.

According to Stephen Baker, a retail analyst with the NPD Group, who is quoted in the story:

"You usually don't see electronics in pop-up stores," said Baker. "You do for fashion.... Target's done this a few times..., but I wonder what with the pricing of the products and the amount of service Microsoft would like to provide, how much they can do in a pop-up."

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Elaine Misonzhnik

Senior associate editor Elaine Misonzhnik has been writing for National Real Estate Investor since June 2006 and has covered commercial real estate for more than 12 years. She first became...
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