Samsung's Andy Griffiths, Shilpa Shetty and John Digwa of PRC
Bollywood star, Shilpa Shetty, cuts the ribbon on PRC's new Ilford store, featuring dedicated Samsung zone

Panasonic and Sony have their own high-street shops and now Samsung is getting in on the action, via dedicated zones in a range of retailers.

The latest outlet was launched last night in Ilford, when Bollywood star, Shilpa Shetty cut the ribbon to open PRC Hi-fi & Video's new-look flagship showroom, complete with a glossy Samsung store-in-store.

The shop features everything from the full Samsung TV and Blu-ray range to laptops, cameras and portable players. It has the look and feel of an Apple store, complete with hands-on access to products along a central table, plus information and advice readily avaialble. Oh, and we noted that all the TVs had been well calibrated - rare for a high-street store!

Andy Griffiths, VP of Samsung UK, said specialist outlets were vital to consumers understanding and experiencing their home entertainment optinos before they buy. "It's dedicated stores like this that will help the public understand the real jump-up in quality and functionality that today's consumer electronics have to offer," he explained.

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PRC Hi-fi & Video's founder, John Digwa said that despite - or even because of - the economic downturn, it's important that retailers invest to showcase products in a "smart, professional environment", with advice and information to back-up competitive pricing.

Shilpa Shetty - who happily posed for endless pictures at the event - added: “I have been friends with John Digwa for many years. I am really happy to see his business grow from strength to strength and to see him opening this amazing store. I am very proud of him”