Radio Shack Brands

Recently, Retail Ecommerce Ventures (REV) announced its purchase of certain iconic RadioShack brands and related assets. Many radio amateurs and electronics hobbyists would like to see something happen in the way of a new, improved RadioShack, whether online or via brick-and-mortar stores. RadioShack is still a strong brand but it takes more than a brand to drive success in business. Count me as a bit skeptical that anything significant will happen with this move but I would be happy to be wrong about that.

A quick look at the RadioShack.com web site reveals some cross-selling on the top of the home page to Linens+Things, Pier 1, Dressbarn, Farmerscart, The Franklin Mint and Modell’s. In what marketing universe does that make sense?

RadioShack Brands

Not too long ago, I got to looking at the list of old RadioShack brand names. I thought I was a tech-savvy RadioShack dude but quickly found out they had a boatload of brand names that I never heard of. (One could argue that RadioShack completely messed up its branding strategy with so many diverse product line brands.)

Here’s what I found:

AntennaCraft (outdoor antennas and amplifiers)
Auvio (audio/video cables, LCD TV’s, headphones, premium surge protectors and speakers)
Enercell (batteries and power)
Gigaware (computer, GPS and iPod accessories, mp3 players and accessories, as well as digital cameras, digital camera accessories)
PointMobl (Wireless Phone Accessories)
Accurian (audio and video equipment and accessories)
MyMusix (MP3 players; later marketed under the Gigaware brand)
Kronus (tools)
Optimus (formerly audio and PA/DJ equipment; later used for digital camera accessories)
Presidian (audio and video equipment, telephones, flashlights,calculators, and 2-way radios)
VoiceStar (wireless phone accessories)
Archer (wiring and antennas)
Duofone (telephones & accessories)
Micronta (scientific and educational equipment)
Realistic (used broadly for radio and audio equipment)

Source: http://www.lb7.uscourts.gov/documents/14-14713.pdf

Added to the list (based on feedback from Mark/KI7N):

Science Fair electronic kits
Road Patrol
bicycle electronics, radar detectors, mobile electronics
Tandy Computer
personal computers

And if you want to go deeper, here is a history page on the RadioShack company.

Maybe they will bring back the Battery-A-Month Club.

73 Bob K0NR

9 Replies to “Radio Shack Brands”

  1. You want a battery club card? I think I may have a few left from the six years I worked for them. I was there at one of the Orange County, CA, stores from 1970 to 1976. That’s where I learned how to “ask for the order”, which has served me well for 50 years. That was one of many sales skills I learned there. I also learned how to invest in their stock purchase plan, watching how four stock splits can leverage your money. Great job working through college.

  2. I have a ’62 RS catalog. In those days they sold Hallis, Gonset, Hammarlund, National, Johnson, Eico, Drake, Elmac, Clegg, even Collins….. In the ’76 catalog they were down to only their own DX-160 Rx, and of course lots of CB gear.

  3. The name ,”Radio Shack”came about long before the Corporation adopted it,when I was 9 Years Old(1958)my Father who was an electronic Technician started teaching me electronics and in 1960 at age 11 my Favorite place in the world to go was the,”Walter ash radio Shack”on Pine Street in ST.Louis,MO,I rode my bicycle 22 blocks one way to go there and look at the Ham Gear and Audio equipment,I also bought tubes and parts to fix the Neighbors TV’s,it was a Golden time for me and I eventually opened my own Electronic repair shop and did quite well with it,I am now retired at 71,but still have a full bench.73 de DV7NIB

  4. I would like to here more about Radio Shack coming back into existence I’am an old customer,in Cleveland, Ohio (Twinsburg ) 1970 1975. THXS Al Sladek , KE8IVW , PGO318525

  5. I?m impressed, I have to admit. Seldom do I come across a blog that?s equally educative and interesting, and let me tell you, you’ve hit the nail on the head. The problem is something too few men and women are speaking intelligently about. I’m very happy I found this in my hunt for something concerning this.

  6. The resurgence of Radio Shack with only an online presence will be difficult.
    My dad went to work for them in 1947 after leaving the navy following WW2. He ran purchasing for them from the late ’40s until around 1980. The Deutchman brothers started RS in the 20’s and owned it until 1963. Charles Tandy bought it and moved it from Boston to Texas. It was a great place for a long time. When the six senior people (old timers) began to retire is when it began it’s slow demise. Very sad!

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