For audio-videophiles like Anderson,
Unlike most companies that start with a bricks-and-mortar store and add a website later,
Part of the reason for the retail expansion is the large number of
The former software developer started the business as a hobby from his spare bedroom in 2007 when he started helping friends with their own connectivity needs. "After you buy all the components, we're here to help you hook everything up. We're selling the gravy."
The company sells 1,800 different items, although 70 percent of the sales are HDMI cables. More than one-third of the inventory will be on display in the store, but all 1,800 items are available for pickup at the store.
Marriott said that while
"They're very resourceful and almost always have items in stock," said Ruhland, whose company has installed video networking and Jumbotrons at stadiums for the
Despite the fact that the cable company sells hundreds of HDMI cables, insiders such as CNET.com generally recommend cutting through the clutter by choosing HDMI cable labeled as "high-speed cable with Ethernet capability."
That's true, Marriott said, but the guy who just spent
"Both will produce the same picture even though the
Do the electronic devices need the fancier cable? Probably not, unless the consumer is trying to anticipate future technology needs. "I have the
Still, the company carries the higher-grade cables for customers who want them. "We don't try to upsell the customer, but if that's what they want, we have it available for them," he said.
Overall, it's a niche product company. "If enough customers tell us they're looking for an item that we don't stock, we search worldwide to find it," he said.
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