Surprise closure of a technology chain that had a presence in Mendoza

In a context of growing online and international shopping, the electronics and technology chain Start_ has closed its stores nationwide to focus its operations exclusively on the digital channel. Among the stores affected by the closure is the Mendoza Shopping Center, located across from the central café area on the first floor.

The news was communicated to employees in the last few hours via email, in which the company cited " force majeure " as justification for the decision.

Start_ was founded in 2021 by Nicolás Osta and Esteban Isorna , with its first location in Cabildo and Juramento (CABA) and a catalog that ranged from televisions and video game consoles to notebooks, cell phones, tablets and PC components.

The brand grew rapidly and closed 2024 with 30 branches in cities such as Mendoza, Córdoba, Neuquén, Salta, San Miguel de Tucumán, Rosario, and Posadas, in addition to incorporating white goods.

At the beginning of last year, the company announced an ambitious expansion plan, which included moving to a 4,400 m² distribution center, improving its e-commerce, and aiming to double its sales points in two years. However, problems soon began, with branch closures and downsizing.

According to sources close to the industry, Start_ has been unable to weather the crisis affecting the appliance retail industry: declining consumption and increased overseas purchases by wealthier consumers. The sector's financial difficulties were already well known, and according to the newspaper El Cronista , in July they defaulted on an $800 million debt in advertising .

The company avoided making public statements about the closure.