Helio Stores are Coming


MVNO cell phone provider Helio has announced plans to open a series of Helio-centric stores in several major US markets. The first will be located between the Apple Store and Banana Republic at the Third Street Promenade in Santa Monica.

As you can see from the render above, the store will sport some hip architecture courtesy of notable design firm Gensler. In addition to the flagship Santa Monica location, other venues will be opened throughout the coming year in New York, Denver, San Diego, Palo Alto and elsewhere.

Although their press release indicates that Helio is experiencing some success, I’m forced to question the legitimacy of such a claim. It’s clear that the company is going through loads of cash with their operating costs, advertisements, building new stores, etc. For all that overhead though, I’ve yet to see a single person wielding a Helio device. I know New Orleans isn’t exactly a technological mecca, but there is no shortage of young people and Myspacers here. I’m wondering if perhaps their rapid expansion is overly optimistic and financially foolish. Any thoughts?

Helio’s First and Flagship retail store [SlashGear]