Consumer Electronics Pioneer and Visionary

Former President of Radio Shack

Master of Merchandising for RadioShack for 34 years

Consumer Electronics Hall of Fame 2002 Inductee

Appel Associates

Bernard S. Appel, President of Appel Associates, offers consulting expertise in:

Marketing and distribution

Creative line development

Domestic and international procurement relations and related strategies

Expert witness for both defendants and plaintiffs

About Bernard Appel

Bernard Appel was inducted into the Consumer Electronics Hall of Fame in January, 2002. This organization honors leaders whose creativity, persistence, determination, and charisma helped to shape the consumer electronics industry.

Mr. Appel is one of the distinguished members of the Consumer Electronics Hall of Fame, which includes Alexander Graham Bell, Ray Dolby, Thomas Edison, Avery Fisher, Paul Galvin, William Powell Lear, Konosuke Matsushita, Akio Morita, George Westinghouse, and other industry pioneers and leaders.
Gary Shapiro, President & CEO
of the Consumer Electronics Association, presenting
the CE Hall of Fame award to Bernard Appel

During his 34 years at Radio Shack, he held every key merchandising position, culminating with his promotion to President in 1984. Prior to his establishment of Appel Associates in 1993, Mr. Appel served as Chairman of Radio Shack and Senior Vice President of Tandy Corporation. During his illustrious career, Radio Shack grew from three stores to over 7000 stores.

To hundreds of vendors and suppliers and thousands of Radio Shack employees worldwide, Mr. Appel was affectionately and respectfully known as "Mr. Radio Shack". His enthusiastic and energetic annual merchandising presentations to the thousands of Radio Shack store managers are legendary through the consumer electronics industry.

Beginning in 1966, Mr. Appel traveled throughout the Orient over 75 times to forge new and innovative business partnerships, which were mutually beneficial to Radio Shack as well as its vendors. He proved his ability to transcend cultural differences by showing respect for the Orient's traditions.

Within the industry, Mr. Appel frequently has been identified as the individual who has bought more consumer electronics than anyone else in the United States. In a comprehensive review of Tandy/Radio Shack in the November 26, 1990 issue of Forbes magazine, Radio Shack's "streetwise president" was referred to as "the best buyer of consumer electronics in the world".

In recognition of Mr. Appel's achievements throughout the business community and his support of education and philanthropic endeavors, Mr. Appel has received numerous prestigious awards. Mr. Appel is listed in Who's Who in America.

Expert Witness

Knowledgeable in all phases of the consumer industry including:

Marketing and Merchandising
Advertising and Sales Promotion
Product Development
Product Procurement
Customer Relations
Strategic Relations and Planning
Business Ethics

Mr. Appel has been selected as an expert witness, for defendants as well as plaintiffs, by leading law firms in several areas of the United States. He possesses outstanding deposition and jury presence.

Motivational Speaking

Internationally recognized, Bernie Appel is a frequent speaker at universities, colleges, and corporate sales and marketing groups. Using humor and personal experience, he speaks on:

Business Ethics
International Trade Negotiations
Motivational Buying and Selling

Creative Sessions

Available on a retainer or as needed basis, Bernie Appel will share with your business the experience and knowledge that working on the leading edge of the retailing industry has taught him.

His highly energetic sessions can help your key decision makers develop:

Merchandising and Distribution Strategies
Marketing and Sales Programs
Creative Product Development
Procurement Relations and Strategies

These sessions have already helped many manufacturers, importers, distributors and inventors surge forward with renewed enthusiasm, finding areas of development and methods of increasing profits that were earlier not even considered.

Available on a retainer or as needed basis, Bernie Appel will share with your business the experience and knowledge that working on the leading edge of the retailing industry has taught him.


Appel Associates
Address: 301 Commerce Street, Suite 1415
Fort Worth, TX 76102
Phone: (817) 338-9579
Fax: (817) 338-4305
E-Mail: [email protected]