January 9, 2017 - By Ruchi Gupta · 0 Comments
Operations at Apple Inc. (NASDAQ:AAPL)’s fifth avenue store in New York will come to a halt on January 20, as the iPhone maker relocates temporally to pave way for renovations. A sign outside the store confirming the temporary shutdown, however, does not say for how long the store will remain shut down.
Apple will move all its fifth avenue store operations to the former FAO Schwartz space, next to General Motors building. Temporary relocation does not come as a surprise given that the iPhone maker has been working on its stores in the recent past as it works on creating more space and improving customer experience in the outlets.
Following the appointment of Angela Ahrendts as senior vice president of retail in 2014, Apple has carried out massive changes to its brick and mortar stores as it looks to draw in large traffic from which it can sell other products. However, closure of the Fifth avenue store comes as a surprise given that it is one of the most iconic as it is underground beneath a simple glass cube.
This is not the first time that Apple has moved to improve on the design of its iconic store. In a 2014 renovation, the tech giant changed the design of the glass cube’s design as it sought to make it unique and stand out in an era where traffic to brick and mortar store has been on an a decline as customers shopping trends shift to online.
Apple is yet to clarify on the kind of renovations it will be working on, with the upcoming shutdown. However, it says the store will start to operate from 6 am to midnight from January 16 pending the temporary shutdown on January 20. The store usually operates 24 hours a day 365 day a year. It is also unclear whether after the renovations are complete working hours will change.
Apple stock was up by $1.30 in Friday trading session ending the first week of the New Year at $117.91 a share.
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By Ruchi Gupta