Recently the company partnered with Top Shop, an edgy London based specialty store chain targeting young consumers.

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It was with the occasional chain or specialty store that Bathum made some headway--and his biggest mistake:He failed to line up a dedicated sales force and didn't bother to follow up on orders.

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It was with the occasional chain or specialty store that Bathum made some headway--and his biggest mistake: He failed to line up a dedicated sales force and didn't bother to follow up on orders.

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"You can get away with it at a big-box store, with mostly lower skilled retail positions, " he says, noting that a specialty electronics chain like Best Buy generally requires more knowledgeable workers.

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