HELSINKI, Finland-Nokia Corp. was set to launch its fourth flagship store last week, taking the wraps off a multimedia retail outlet in its home country.
The world’s largest handset maker planned to open the doors Aug. 18 at the new store in downtown Helsinki, just a few miles from its headquarters in Espoo. Nokia has launched flagship stores in Moscow, Chicago and Hong Kong, and plans to open 18 such stores in major retail centers around the world.
Several wireless players are taking a cue from Apple Computer Inc. and building out sleek outlets in high-profile retail areas in an effort to increase brand recognition. Motorola Inc. has launched its own line of flagship stores, opening outlets in Chicago and Moscow, and mobile virtual operator Helio L.L.C. also plans to launch a small chain of stores in the United States.
Nokia’s Helsinki location will showcase the manufacturer’s high-end handsets, including its exclusive Vertu handset line. Company executives said the effort is more about branding than generating revenue at the cash register.
“Through an innovative retail experience … we aim to inspire and educate consumers to the benefits of mobility and broaden the appeal of the Nokia brand,” said Kai Oistamo, a Nokia executive vice president. “Through the flagship stores, we want to develop a one-to-one relationship with our consumers, listen to their feedback and find valuable consumer insights.”
