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Circuit City Unleashes firedog

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New Brand Offers Increased Level of Services for Personal Computers, Home Theater Installations and More

Responding to a growing public demand for help with using and enjoying electronic products, consumer electronics retailer Circuit City Stores, Inc. today announced the creation of the firedogSM brand to provide a new level of personal computer services, home theater installations and integration of home electronics.

“When it comes to the music they hear, the shows they watch and the computers they rely on, Americans are living a ‘digital life,'” said Marc Sieger, senior vice president for services at Circuit City. “Some people are comfortable with using and integrating digital technologies, but it is not second nature for many consumers. Our mission with firedogSM is to provide a one-stop offering to help people solve problems and optimize their experience with the electronic devices they use every day.”

firedogSM branded fixtures, vehicles and uniformed personnel will begin appearing at Circuit City Superstores across the country in September. The firedogSM Web site, http://www.firedog.com, and the service’s toll free phone line, 1 800 f-i-r-e d-o-g (1 800 347 3364) will be activated in early September.

firedogSM technicians and installers have received extensive training to install, repair or optimize consumer technology products. firedogSM in- store and in-home PC services are available through Circuit City’s more than 600 Superstores across the country. Home-theater installations are available within 25 miles of Circuit City locations. In addition, consumers throughout North America with high speed Internet connections will be able to access firedogsSM remote technical assistance for PCs through http://www.firedog.com 24 hours a day, seven days a week.

“We chose the name firedogSM because it evokes the kind of qualities we intend our technicians and installers to provide: helpful, friendly, knowledgeable and reliable. When it comes to improving consumers’ relationship with technology, we want firedogSM to be your ‘best friend,'” added Philip J. Schoonover, chairman, president and chief executive officer of Circuit City Stores, Inc.

The firedogSM logo features a stylized dog jumping through a hoop to symbolize the brand commitment to “do whatever it takes to get the job done” for customers. The dominant color in the logo is green, which, in electronics often signifies “go” or “on.”

About Circuit City Stores, Inc.
Circuit City Stores, Inc. (NYSE: CC) is a leading specialty retailer of consumer electronics. The domestic segment operates through 632 Superstores and five other locations in 158 U.S. markets. The international segment operates through more than 950 retail stores and dealer outlets in Canada. Circuit City also operates Web sites at http://www.circuitcity.com and at http://www.thesource.ca.

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