Samsung taps ex-Apple retail designer for possible Galaxy stores

Samsung may have something new in store for its battle with Apple(s aapl): A new take on the retail store itself. Former Apple Store designer Tim Gudgel is a new Samsung employee according to The Information (subscription required) as the company is reportedly considering “a deeper investment in U.S. retail.”


Samsung currently takes a different approach than that of Apple when it comes to product retailing. Instead of costly, dedicated stores, Samsung has pop-up areas in shopping malls and dedicated areas in Best Buy(s bbuy) locations. The hiring of Gudgel signals a possible change in that strategy. Samsung arguably has plenty of retail products to support a full store-front at this point, moving well beyond computers, monitors and appliances to a plethora of mobile devices, connected wearables and new accessories.

Gudgel is actually the second former Apple retail resource snagged by Samsung: Earlier this year, Michael Forrest joined Samsung according to The Information, where he’s been working on a plan to merge the Samsung Galaxy brand with a retail experience. It’s a smart move as the Galaxy line started out in 2010 as Samsung’s interpretation of a single device line, similar to that of Apple’s iPhone.

Of course, the difference here is that Galaxy is a line of branded devices that vary widely, unlike Apple’s few products to meet many needs. That’s where the challenge lies with Samsung’s new retail specialists: Getting consumers to believe that multiple Galaxy products work best together, thereby increasing overall product sales for Samsung.