In their finest slice of brand-name word play yet, Jason Stoddard and Mike Moffat of California’s Schiit Audio have christened their freshly announced Newhall, CA retail outlet the Schiitr. Sharp in name and, if the store is anything like their range of DACs and amplifiers, sharp in execution.
The Schiitr will host two listening rooms: one for the company’s loudspeaker system-capable gear – Ragnarok and Yggdrasil plus the Saga, Freya, and Vidar teased at RMAF 2016 – paired with a couple of different loudspeakers; and one featuring their entire range of headphone amps and DACs paired with a range of headphones.
“This isn’t a dealer, though,” says Stoddard. “We’re only selling Schiit products. We can’t guarantee we’ll have every hot headphone and speaker on the planet. It’s best to bring your own headphones, and try them on a wide variety of gear to see what you like.”
Stoddard is at pains to manage visitor expectations. Yes, this is only one store – a “beta test” – and it might not last. No, it probably won’t be close to where you live – road trip? No, it’s not a dealership but a company store – a place for Schiit to showcase their wares outside of their factory, outside of shows and a new venue for the annual Schiit Show. Not spending big on conference space in Marina Del Rey for the Schiit Show will, according to Stoddard, offset a large chunk of the Schiitr’s annual rent.
If one thing’s clear – the Schittr is Stoddard and Moffat taking further control (the where and the when) of their gear’s demonstration. Schiit now have their own audio show and, as of today, their own store.
Stoddard promises the Schiitr will be staffed with Schiit employees who won’t come on with the hard sell. (Bill Hicks’ anti-marketing dollar, anyone?) Organic coffee and tea will be served to maintain Schiitr visitor hydration.
The Schiitr can be found at 22508 Market Street, Newhall, CA and will open its doors from 10am to 6pm every day except Sunday and Monday.
Further information: Schiit Audio