Apple to open five Australian ‘stores within a store’

Apple said that it will be opening five “Apple Stores within a store” in Australian retail chains before Christmas. According to Australian IT, the new stores within David Jones will be Apple branded and staffed by trained Apple employees, and will open in Melbourne, Adelaide, Perth and the Gold Coast on December 1, 2003. A pilot of the “store within a store” concept has been running at the David Jones Sydney Elizabeth Street store since May this year. Apple Australia marketing director Arno Lenior declined to comment on sales figures but said the initiative had “exceeded expectations.”