JB Hi-Fi has opened a new store at Invercargill Central as the electronics retailer claims to have witnessed strong demand in the city.

“We’ve seen strong demand from Invercargill for some time, so it will be great to have a store presence in this first-class mall,” said Tim Edwards, MD at JB Hi-Fi New Zealand.

JB Hi-Fi said that the new store, aimed to be the company’s southernmost store, is expected to generate 25 jobs and will offer more choices to consumers.

“We’re not just opening a store; we’re becoming a part of Invercargill’s story and we look forward to welcoming customers through our doors,” said Tony Keay, store manager at JB Hi-Fi Invercargill.

“The first two days have been extremely well supported by the Invercargill community with a massive interest in personal audio and music categories, especially vinyl and CDs.”

Last year, JB Hi-Fi disclosed a major expansion of its New Zealand operations, with plans to double its store count from 14 to 38 in the next few years.