(For more retail coverage, click GlobeSt.com/RETAIL.)

FARMINGTON HILLS, MI-Wireless Toyz, a chain of cellular superstores that sells cellular phones, accessories and popular wireless-service plans, has passed the 100-store mark with its opening in Anaheim, CA. The company anticipates opening 50 more in 21 states by the end of 2005. By late 2006, the total number of expected retail outlets is anticipated to be at 250.

The company, which had only nine locations in Michigan when national franchising began in late 2001, contracts leasing activities to local and national brokers. According to Richard Simtob, COO of Wireless Toyz Franchise, LLC, the two national firms they use most are Ludwig & Seeley Real Estate Inc. in Southfield and Terra Nova Corp. based in Miami. Local brokers are brought in as well, when needed.

"On average, we like to be in freestanding buildings or small outlet buildings less than 8,000 sf in size," he tells GlobeSt.com. "Because we like to stand out, it's easier in a smaller building."

The average size of a standard Wireless Toyz outlet is 2,000 sf, though "we've been in spaces as small as 1,400 sf and have located in spaces larger than 3,000 sf, if the rent makes sense," Simtob says. These spaces, he notes, should be in small-to-moderate strip centers, primarily in middle-class areas. "We like areas that might have auto parts stores, fast-food restaurants and even check-cashing places," he says. "We're not necessarily after the higher income areas."

But high-traffic areas are certainly important to the company, as are remodeling suggestions for the outlets, including an upgrade to two-by-two ceiling tiles, with two-by-four parabolic lights. "I only like to paint and put carpet in," Simtob notes. "And not much else."

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