Now that it has launched the "store-within-a-store" at Phones 4U locations in the UK, Samsung is setting a loftier goal in Canada: independent retail stores. According to Samsung Electronics Canada president James Politeski, the goal is for customers to "experience the Samsung brand in a new way," which we can only imagine is code for "in a way similar to how Apple and Sony customers get to experience those brands." However, Samsung isn't going all-in with the retail stores, instead choosing to contract with third parties and provide specific guidelines for how the stores should be laid out and staffed.
The Yorkdale Mall in Toronto is rumored to be the first location for Samsung, with others coming later. Samsung is also apparently looking to create more "Experience Zones" within other stores to increase its branded retail presence. Will we see similar efforts in the US? It's possible, but given that Samsung did once have "Samsung Experience" showcases in both New York and Columbus but closed down both in the past few months, we expect that the company will take a wait-and-see approach before giving it another go.