Incredible Universe

Incredible Universe

Company type	Subsidiary
Industry	Consumer electronics retail
Founded	1992
Founder	John Roach
Defunct	1997
Fate	Stores sold or closed; some sold to Fry's Electronics
Headquarters	Arlington, Texas , United States
Area served	United States
Key people	John Roach (CEO of Tandy Corporation)
Products	Consumer electronics, software, music, video, accessories
Parent	Tandy Corporation

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Incredible Universe was an American consumer electronics retail chain operating from 1992 until 1997. Each store typically encompassed approximately 185,000 square feet (17,200 m²) of combined sales and warehouse space, offering an inventory of nearly 85,000 products.

The concept originated under the leadership of John Roach, then CEO of Tandy Corporation. The stores adopted numerous internal operational principles inspired by Disney theme parks: retail sections were termed "scenes," staff members were called "cast members," shoppers were referred to as "guests," and employee uniforms were labeled as "costumes." This venture was a collaboration between Tandy Corporation and Trans World Entertainment.

Layout

By the early 1990s, expansion of Tandy Corporation's Radio Shack outlets and their line of personal computers had plateaued. To counteract this stagnation and compete with emerging electronics superstores like Circuit City, Best Buy, and CompUSA—which were eroding Radio Shack’s market share—Incredible Universe was established. The business model anticipated customers traveling up to 40 miles to reach a store, enabling each location to serve populations as small as one million, with major metropolitan areas supporting two or three stores. The company projected that annual sales of $45 million would cover operational costs, while $65 million in revenue would position each store to achieve profitability comparable to or exceeding competitors. Industry analysts predicted that a network of 60 Incredible Universe stores could generate $4 billion in yearly sales, surpassing Radio Shack’s $2.8 billion revenue in fiscal 1992.

Distinct from Radio Shack’s smaller-scale stores that relied on high profit margins and slower inventory turnover, Incredible Universe emphasized competitive pricing, slim margins, and substantial sales volume. The layout featured a prominent rotunda with a stage designed for product demonstrations, sales presentations, autograph sessions, and occasional live performances. Surrounding this central area were departments for software, music, video, and accessories; beyond the rotunda lay the main retail space dedicated to larger consumer electronics and computer products.

Stores typically included four to eight dedicated "sound rooms" where customers could experience various audio/video equipment setups. Some locations incorporated on-site dining options such as McDonald’s restaurants—while the Wilsonville, Oregon store housed a Pizza Hut—and temporary childcare facilities allowed parents to shop more comfortably. Although initially intended to boost foot traffic, the inclusion of restaurants inadvertently contributed to revenue losses due to inadequate loss prevention measures. This issue contrasts with strategies employed by retailers like Walmart and Best Buy, which strategically position their dining areas within stores to mitigate such risks.

Many Incredible Universe outlets featured a second floor containing employee cafeterias along with training and demonstration rooms. These spaces served dual purposes: educating staff on new vendor products and providing public instruction on computers, software, and audio/video equipment available for purchase. Additionally, the computer department included an upgrade center capable of quickly installing hardware enhancements such as additional memory, sound cards, or modems.

History

The Incredible Universe chain began with two flagship stores launched in Arlington, Texas and Wilsonville, Oregon. These initial locations attracted significant customer interest, and after demonstrating profitability, Tandy Corporation rapidly expanded the concept by opening 15 additional outlets through 1996. During the mid-1990s, Incredible Universe sponsored several professional sports teams, including the Dallas Mavericks, Dallas Sidekicks, Dallas Stars, Sacramento Kings, and Texas Rangers. However, as competitors like Best Buy gained market share, the retail environment became increasingly challenging. The high costs associated with operating these expansive stores ultimately led to a lack of overall profitability across the chain.

Between 1996 and 1997, Tandy was compelled to either sell or shutter all 17 Incredible Universe locations. Only six stores consistently generated profits; these profitable outlets—located in Arlington, Dallas, Tempe, Wilsonville, Sacramento, and San Diego—were sold to California-based Fry's Electronics in 1996. Fry's itself ceased operations in 2021.

The vast size of the closed stores made repurposing them for other businesses difficult. Due to limited buyer interest, Tandy sold these properties at steep discounts. In 1996 alone, Incredible Universe reported losses amounting to $90 million. On December 30 of that year, Tandy publicly announced the chain’s closures, acknowledging that while some individual locations were profitable, the business model as a whole was unsustainable.

Several former store sites found new uses over time. For example, the Houston location was purchased by Houston Community College and transformed into its West Loop campus. The Woodbridge, Virginia store served as a manufacturing facility for General Dynamics amphibious vehicles from 2002 until 2012; it later housed Gander Mtn. and Floor & Decor before becoming vacant. The Westbury store on Long Island was converted into a Target, losing its original distinctive bow-front design. The Sandy, Utah store was repurposed as a Costco warehouse.

In Auburn, Washington—adjacent to the Supermall of the Great Northwest—the Incredible Universe building became a Sam's Club in 1999 while retaining its original façade; this location abruptly closed in early 2018 and has since been redeveloped into Fieldhouse USA, a multi-use sports complex. The Lone Tree, Colorado site transitioned into a Great Indoors until that chain’s closure in 2012; it then operated as a Sears Outlet before becoming an At Home retail outlet.

Other transformations include the Hollywood, Florida location converting into a Home Depot, where it remains operational. The Columbus, Ohio store was reconfigured into a Garden Ridge (now At Home) with part of its parking lot developed for a Dave & Buster's. The Pineville, North Carolina store shut down just six months after opening in 1997; it was later converted into a Sam’s Club but retained its distinctive two-level entrance overhang. The Fishers, Indiana site initially became an automobile dealership before being acquired by Fry's Electronics in 2005.

The Doral, Florida location stood vacant until it was gutted and reopened as an AAAA Universe store in 2007; this venture eventually closed and the building was demolished in 2017 to make way for the Jose Milton Memorial Hospital at Jackson West, which opened in 2021. The Atlanta, Georgia store was converted into a Dave & Buster's in 1998; following its closure and various subsequent tenants, the property is currently undergoing redevelopment as an Amazon fulfillment center.

External links

• Website dedicated to former Incredible Universe staff reunions
• Detailed analysis of the store's real estate holdings Archived May 10, 2005, at the Wayback Machine from retailtrafficmag.com