Best Buy, the US electronics retailer which closed its own-branded stores in China in 2011 to concentrate on its local brand there, is returning the Best Buy name to the market.

Best Buy said it will take the Best Buy Mobile brand into 14 selected Five Star stores in China throughout Nanjing this summer.  

The first Best Buy Mobile store has already opened in Five Star’s Liuhe branch.

The expansion of Best Buy Mobile into the Chinese market is the first evolution of Global Connect, a partnership that was formed in November 2011 between Best Buy and UK’s Carphone Warehouse which Best Buy owns. It also supports Best Buy’s commitment to international growth, which is highlighted by the continued success and expansion of the Five Star brand.

“The launch of Best Buy Mobile in China is a true global effort, bringing together the best of Five Star, Best Buy and Carphone Warehouse to create a new shopping experience for consumers in China,” said Shari Ballard, president, international for Best Buy.

This launch follows a similar model that led to the development of Best Buy Mobile in the US in 2006. Just as Carphone Warehouse did with Best Buy five years ago, the Global Connect team is working closely with its Five Star partners to develop a mobile sales strategy designed for the Chinese market.

“The mobile phone market in China is growing fast and has tremendous potential,” said Nicolas Wang, CEO of Five Star.

Wang said the Best Buy Mobile will bring a new shopping experience to customers in China, combining the rich experience of the Best Buy and Carphone Warehouse teams with the local knowledge of the Five Star team.

Five Star is a Chinese appliances retailer which is wholly-owned subsidiary of Best Buy. It operates more than 200 stores in seven provinces in China.

GB