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Microsoft opens store-in-store at Saks 5th Avenue

updated 02:20 pm EST, Tue November 24, 2009

Microsoft sets up PC booth at Saks 5th

Microsoft made a tentative step into a retail presence on the East coast with a special section at Saks Fifth Avenue in New York City. The section replicates a small slice of Microsoft's retail shops in the West and shows notebooks running Windows 7. It will also have staff on hand to answer questions about both the notebooks and the OS.

The store-like area will be part of a larger team-up with Saks that has Microsoft driving 20 displays promoting Saks' annual Christmas children's books. It's not mentioned if the section will close at the end of the holiday.

Microsoft's effort is relatively small but also just nine blocks away from Apple's flagship 5th Avenue retail store and reflects the Windows developer's policy of following Apple stores where possible. It's unknown if or when Microsoft will have a full store in the area as the company has said it will take a wait-and-see approach to retail expansion beyond the Mission Viejo and Scottsdale stores it opened last month.

by MacNN Staff



  1. climacs

    Joined: Dec 1969


    no genius bar

    they'll have a moron bar instead

    "Hi, Mr. Microsoft. My interweb is broken. Can you fix it?"

  1. c4rlob

    Joined: Dec 1969


    beautiful but misguided and wasteful

    Apple has a 10,000 sq.ft. store open 24-hours a day to all types of shoppers. Setting up a small 2-chair lounge in a posh department store that not only misses Microsoft's target audience, but will probably get less shoppers this year than any other season in recent history due to the economy, seems to be yet another dumb move on the part of Microsoft marketing, no?
    Maybe they just had a few thousand end-of-year dollars left over in their budget that had to be spent somewhere?

  1. slapppy

    Joined: Dec 1969


    Where is the line?

    I didn't see the long lines for this grand opening. Oh wait, there were no free giveaways or free concerts. No wonder no one showed up or cared about their POS initiative to copy Apple again and again and again.....

  1. TujuMaster

    Joined: Dec 1969


    Why does Microsoft need a store anyway?

    It's not like all computers don't come with Windows anyway. If I want Xbox stuff, I'll got to Best Buy. Same with the Zune. So what's the point of Microsoft opening up retail stores anyway?

  1. peter02l

    Joined: Dec 1969


    Oh boy.

    Folk who shop at Saks can afford Macs. Maybe they'll pitch something like this:

    "With the money you save buying this $600 laptop you can buy that shirt over there."

  1. Foe Hammer

    Joined: Dec 1969


    And I Thought They Were Bad Before

    It's bad enough that MS shamelessly rips off Apple's ideas.

    You'd think they could at least rip Apple's ideas off in the order Apple originally did them.

  1. JeffHarris

    Joined: Dec 1969


    Seriously Ridiculous.

    That setup looks like a LAN party.

    They need a couple of fat, pimply dweebs with dedicated black with blue backlit gaming mice and Cheetos stains on their guts to complete the picture.

    They hired enough people that fit the description to play customers at their store openings. There must be a few leftovers they could import to New York from the "real America".

  1. iphonerulez

    Joined: Dec 1969


    Two chairs? Wow!

    Microsoft owns over 90% of the desktop market and they've got two chairs for people that need help. They should have about 1000 chairs if that's the case.

    That being said, I'm sure Microsoft doesn't need some little space just to promote Windows computers for the masses. Apple has only gained "rounding errors" in market share percentage even after two years of Vista missteps. Buying a Windows computer comes as natural as breathing air for most people. No extra incentive is necessary. If Microsoft is aiming for 100% desktop market share it would have to spend a considerable amount of money to get such little back. If this is the best that Microsoft can create as their flagship retail store in NYC, it's in sorry shape.

  1. jarod

    Joined: Dec 1969




  1. Elvis69

    Joined: Dec 1969


    Where are the Marketing Geniuses?

    Okay class, why won't this amount to anything?

    1. Apple is a BRAND.

    2. Microsoft is a COMPANY.

    There's a big difference. A brand you like, follow, and relate to. A company you buy from - dispassionately - sometimes even when it sucks and you don't like it. One you care about. The other you just transact with. One is long-term. The other is just what's available. One has a future. The other, a temporary market share. One sets the bar. The other copies it.

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