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AF Smith launches new Apple store

AF Smith has joined the Apple revolution with the launch of a new 'store-within-a-store' featuring all the latest products at its premises in Pembroke,

The Royal Gazette can exclusively reveal.

Motivated by what it describes as a transformation taking place in the way people work, the company which specialises in office products, has remodelled its “[AT]work” retail store in Tumkins Lane off Woodlands Road and devoted 25 percent of its space to the sale of Apple products, including the popular iPad, iPod, MacBook Air, iMac, accessories, software, communications and related technology.

“It goes without saying that Apple develops products that truly revolutionise the way we live,” said AF Smith CEO Tim Smith. “At AF Smith, our passion is the work place and how we might improve people's effectiveness and enhance their love for work.

“As Bermuda's newest Authorised Apple Reseller, we believe people at work can make better use of the incredible power and ingenuity of Apple technology and we are in a unique position to help them do just that.”

He continued: “We are already assisting many companies improve how they work. The addition of the Apple brand allows us to help people discover additional capabilities.”

Since its inception in 1975, AF Smith's strategy has been to represent market leaders, said Mr Smith.

The remodelled store integrates the company's broad portfolio of furniture, technology and work tools it has to offer and also provides advice and assistance, maintenance and after-sales services to support the Apple brand.

The company has also been recruiting new staff as Apple specialists and said it was very pleased with the quality of the candidates.

“The new staff we have added to the team bring value to our offering by providing a tremendous amount of knowledge on the Apple products,” said Karl Boissonneault, vice-president of AF Smith. “In fact, they each have IT backgrounds, worked with Apple products for years and have developed a true passion for this brand.”

Kenneth Styles-Pemberton, one of the company's new Apple specialists, said: “I am pleased to join AF Smith as a member of their new Apple team.

“I am confident consumers and businesses will quickly see the value of working with us.

“We looked carefully at pricing and are committed to helping consumers save money so they don't have to consider buying off-Island. We also know when consumers decide to buy, they don't want to wait.”

He continued: “We are also committed to keeping quantities on hand so customers can walk out with the product they want.”

For more information contact 292-1882, email office_people[AT]afsmith.bm or visit the website at www.afsmith.bm

An Apple a day: AF Smith's new Apple store specialists Kenneth Pemberten, Jennie Whiting and John Zakszewska with AF Smith CEO Tim Smith and project manager Che Edmead

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Published November 16, 2011 at 9:00 am (Updated November 16, 2011 at 9:38 am)

AF Smith launches new Apple store

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