RadioShack has opened another custom concept store in Boston, Mass., near the site of the company's first retail location, which opened in 1921.

This bolder, brighter store celebrates RadioShack's founding history in Boston and showcases the retailer’s new Do It Together theme, focused on encouraging shoppers to discover personalized solutions.

The launch of the concept stores, of which there are now 30 across the U.S., is part of a move to reinvigorate the retail brand. In March, RadioShack announced that it would be closing 1,100 stores across the U.S. in a consolidation effort following a decline in net sales in Q4 2013. In the same time period, however, sales increased at the new concept stores.

"We are delighted to open our new custom concept store in Boston, the birthplace of RadioShack," says Joe Magnacca, chief executive officer, RadioShack. "Boston exemplifies the true spirit of innovation, and the city prides itself on being a hub for entrepreneurialism. This is the ideal backdrop to showcase RadioShack's fresh new look and renewed focus on technology discovery and collaboration."