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SAN FRANCISCO-Sharper Image posted drops in sales and a loss during its second quarter as executives try to turn around the company. But same-store sales at its 186 units for the period ended July 31 fell 10%, improving on a 22.3% first-quarter plunge.

Its loss, at $20.6 million, increased though, from $14.6 million during the same year-ago period and a $16.8-million first-quarter down turn. Total Q2 company revenues were $80.3 million, a 25% fall from the same year-ago period.

Sharper Image continues to cut advertising, spending $9.3 million during the second quarter, a 52% drop from last year’s Q2. Since last year, management has completely cut spending on television infomercials and mailings, while focusing more on newspaper advertisements and inserts.

In attempts to concentrate more on event-focused shoppers, Shaper Image management is gearing up for the holidays by identifying with vendors the top products for the coming season. The retailer is also introducing Microsoft’s Xbox game system in its stores.

Additionally, Sharper Image is closing its leased distribution center in Richmond, VA, leaving it with centers in Ontario, CA and Little Rock, AR.

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