Shedding Some Light -- Some Dealers

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     17th Street family
     1StopCamera fam.
     Abe's family
     Adorama
     AllStar family
     B&H
     Broadway family
     Butterfly family
     CCI family
     CentralDigital fam.
     DigitalDelivered f.
     Express family
     Focus family
     MarinePark family
     MrAccessory family
     One Call
     PriceRite family
     PricesRite family
     RadioActive family
     Samy's
     Starlight family
     Stop4Camera fam.
     Tri-State
     Unique
     US1 family

     • index to dealers

     • a request for help

• Dealer strategies:
       a few examples

• All those
       pretty logos

• The fine print

• Relevant reading

PricesRite

Website: pricesrite.com
Address: 1643 McDonald Ave., Brooklyn NY 11223
Phones: 800-845-9440, fax718-645-7890

Domain: registrant: A. Heffco Technologies, 1/30/00; 1643 McDonald Ave., Brooklyn NY 11223
        718-787-0817, fax718-645-1809; heffez@yahoo.com
        [phone reverses to A. Heffco Technologies at 936 Kings Hwy., Brooklyn NY 11223]

NYS: A. Heffco Technologies, Inc., 1/15/98; 936 Kings Hwy., Brooklyn NY 11223
        [principal contact, according to Importers.com: Gabriel Heffez]

corporate website: heffco.com [inactive since early Dec., 2005]
Domain: registrant: A. Heffco Technologies, 12/11/01; 1643 McDonald Ave., Brooklyn NY 11223
        718-339-3457, fax718-645-7890; heffez@yahoo.com

HypeAudio

Website: hypeaudio.com, and hypaudio.com [forwards to hypeaudio.com]
Address: 108 Ryder Ave., Brooklyn NY 11230
Phones: 800-768-9120, fax718-645-7890 or 718-336-0967

Domain: registrant for hypeaudio.com: Larry Heffez, 6/26/01; 717 Avenue W, Brooklyn NY 11223
        718-787-0817, fax718-645-7890; heffez@yahoo.com
        (original) registrant: Karen Levy, same address; checkline2@aol.com, 718-627-4899

         registrant for hypaudio.com: Larry Heffez, 6/25/01; 2382 E. 5th St., Brooklyn NY 11223
        718-627-4899; heffez@yahoo.com [phone reverses to Karen Heffez at 717 Avenue W]

Let's Go Digital, LGD Superstore

Website: lgdsuperstore.com
Address: 1643 McDonald Ave., Brooklyn NY 11230
Phones: 888-447-0011, 800-766-4442, fax718-645-7890

Domain: registrant: A. Heffco Technologies, 5/17/00; 1643 McDonald Ave., Brooklyn NY 11223
718-787-0817, fax718-645-1809; heffez@yahoo.com

Dealznet

Website: dealznet.com
Address: 1643 McDonald Ave., Brooklyn NY 11230
Phones: 888-766-4442, fax718-645-7890

Domain: registrant: A. Heffco Technologies, 7/25/00; 1643 McDonald Ave., Brooklyn NY 11223
718-787-0817, fax718-645-1809; heffez@yahoo.com

Ideal AudioVideo

Website: idealav.com
Address: 108 Ryder Ave., Brooklyn NY 11230
Phones: 800-768-9120, fax718-645-7890

Domain: registrant: IdealAV.com, 4/2/02; 108 Ryder Ave., Brooklyn NY 11230
718-336-7745, fax718-336-0967
admin. contact: Mark Evans, markevans@idealav.com

Editor's Choice

Website: edschoice.net [no longer active]
Address:
Phones:

Domain: registrant: Jack Heffez, 3/22/05; 1643 McDonald Ave., Brooklyn NY 11230
718-787-0817; heffez@yahoo.com

Family Ties: the Heffez-Zalta Nexus

The domain of this family's newest member—Howard Pierce's Direct AV, below—was registered by Max Zalta, the principal figure behind the Radioactive family. But evidence shows that the dealer is managed by the PricesRite family, whose principals are Gabriel Heffez of Heffco Technologies and other members of his (actual) family.

This is not the first visible connection between Zalta and Heffez. When Don Wiss photographed the PricesRite store in 2001, this sign showed among the occupants a company called "Heffez, Heffez, Heffez & Zalta."

Only insiders know the actual business relationship between these families or the extent, if any, to which their principals share credit for both groups' operating methods. But many reports on the photography forums and shopping sites reveal a distinct similarity in their practices and sales techniques.

Howard Pierce's Direct AV

Website: hpdirectav.com
Address: not on website
Phone: 800-229-3905 [near bottom of About Us page]

Mailing Address: PO Box 230561, Brooklyn NY 11223
        [found on PC World listing from PriceGrabber, but absent from other shopping sites]

Domain: original registrant and admin. contact: Max Zalta, 12/16/05
         c/o Network Solutions anonymous address
         current registrant and admin. contact: "Howard Pierce" [since May 2006]

NOTE: membership in the PricesRite family is confirmed in two ways:
            • three customers have reported in online forums that orders from this company were shipped
              from "Heffco"
            • the phone number (as of July, 2006) for resolving incorrectly entered orders on their website
                is 800-768-9120, the number of Ideal AV and HypeAudio

Creative photography: These are the pictures shown on this dealer's "About Us" page:

   DEALER NOTES:  photos of these locations at http://donwiss.com/pictures/BrooklynStores/
                             Resellerratings.com has reviews here, here, here, and here
                             Better Business Bureau -- 200+ complaints in the past 3 years, here

   Authorized dealerships: (none that we could find)