CompUSA
boots up in isles
It is the second big-block
By Peter Wagner
computer retailer to set up
shop in the Hawaii market
Star-BulletinThere's a new kid on the local computer-retailing scene, and with 40,000 square feet of selling space, he's a bruiser.
Workers yesterday were carting away scaffolding, stocking shelves, and sweeping floors for the opening of the Honolulu CompUSA, one of the biggest computer outlets in the country.
The official grand opening is June 19, but Darrell Brungardt, the store's general manager, said he hopes to be open for business this weekend, possibly even tomorrow, if the staff can get all the merchandise shelved in time.
The angular, fortress-like store commands the corner of South Street and Ala Moana Boulevard like a high-tech consulate, its colorful banners hanging at a vaulted entry.
"We're not just a retailer," said Brungardt. "We have a lot of things going on behind the scenes."
Some of those things include technical support, classroom training, and systems tailored for businesses large and small.
But a mountain of merchandise -- personal computers, printers, modems, cables, catalogs and more than 2,000 software titles -- fills the cavernous building.
Among attractions are computer stations where customers can try out new software, much like listening stations that boost sales at music stores.
The store, among the largest in a nationwide chain of 160, is marked by skylights, colorful banners, and a bright glass entry. A tall silver rocket ship stands ready to entertain kids with low-set computers and keyboards. And Apple Macintosh equipment is featured nearby.
But despite the store's large scale, prices won't likely undercut the competition, Brungardt said.
"Our selling point will be service," he said. "We want to make sure a customer doesn't just buy a product but knows how to use it."
But CompUSA could trigger some price competition, he said, as competitors like the nearby Computer City on Auahi Street strive to hold their customers.
Most of the store's 95 employees -- including Brungardt -- were hired locally.
Brungardt, formerly the buyer at Hardware Hawaii True Value in Kailua joined CompUSA in November.
One problem, Brungardt admits, is the 10-day lag in merchandise shipments. Unlike mail order businesses that can mail a computer system to Hawaii in a few days, high volume businesses must rely on container ships.
Not every high tech competitor is quaking with the arrival of the monstrous rival.
Just across Keawe Street, the little Personal Touch Computing shop has coordinated its grand opening on the same day next week. And so has the neighboring Spy Tech Electronics.
Both small businesses were attracted by the big store, which they believe will bring plenty of spillover traffic.
"We're looking to have at least ten percent of their customers come in our door," said Jeffery Grimes, general manager at Personal Touch.
Jon Maglangit, owner of Spy Tech, originally planned to open shop in Aiea before being drawn to Kakaako by the computer giant.
"I'm glad to be next to them," he said.
