Items like flat-screen TVs and appliances are displayed in home-like settings, and the store itself, in Aurora, Colo., has skylights, carpeting in blue and earth tones, and wood paneling.
The company, which believes that women make about 45% of electronics purchases, is said to have worked with a focus group of 40 local women to come up with a store design that also includes a private room for new moms, with free diapers and a rocking chair.--Sarah Mahoney