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New Retail Concept Takes Aim at Latinos

Star World, set out to blend the best technology with atmosphere, premium products, financing and superior customer services. Photo credit: Star World, Julian Toro (PRNewsFoto/Star World)


Any retailer that wants to grow will have a hard time doing so without tapping into the Hispanic market.

At 55 million strong, the buying power of Latinos living in the United States is poised to hit $1.5 trillion this year, Nielsen has said—that’s a whopping 50 percent increase from just five years ago. And the fast-growing demographic is more than twice as likely as non-Hispanics to spend on footwear, accessories, video games, sporting goods, music and software, as reported by The NPD Group.

So it’s not surprising that a new concept store that recently debuted in California is aimed solely at Latinos.

Star World, which opened a two-level, 30,000 square foot location last Friday in Huntington Park, calls itself a “customer-centric American retailer tailored for the Hispanic market” and sells an expansive selection of technology, home and fashion products in-store and online.

Its executive team also plans to open 76 more in the next five years.

“We are confident in our approach to put our customers center stage and offer them a shopping experience that reflects how society and shopper expectations have changed in the last 10 years,” said Jerry Azarkman, Star World founder and president and co-founder of Curacao, a department store chain in California and Arizona that’s catered to the Latino consumer since 1976.

So, how will Star World differ from Azarkman’s previous venture? By positioning itself to offer Apple Store-like services with its “World of Click” kiosks, where shoppers can go online for more choices when they can’t find what they’re looking for in the store.

“Waiting in line and limited product selection is a thing of the past. Using technology we will give shoppers expansive selection and make each customer transaction seamless, quick, easy and fun,” Azarkman added.

Additional amenities include product demonstrations and video walls that show the latest merchandise in action.

“Our ultimate goal is to be a great company that customers can trust and believe we are committed to providing a great experience,” said Rick Hutton, Star World CEO, who most recently served as president of retail for Curacao. “We set out to blend the best technology with atmosphere, premium products, financing and superior customer service. We want to raise our customers’ expectations of a retailer.”