The Jenny From The Block performer is majority owner of Viva Movil as
well as its "chief creative officer" and marketing face of the brand.
The company promises a "culturally relevant" experience with
bilingual staff, the company said.
Lopez - also known as J-Lo - is the latest in a growing line of
celebrities getting involved in technology retail.
Performers such as Will.i.am from the Black Eyed Peas have shown keen
involvement - taking on roles as "creative figureheads" in companies
looking to expand their target market.
More recently, singer Alicia Keys has been the public face of
Blackberry, an image that slipped slightly when she was seen to tweet not from
the firm's new smartphone, but from an iPhone instead. She blamed the tweet on
"hackers".
Most notably, Beats By Dre headphones - endorsed and part-designed by
rapper Dr Dre - have been a runaway success, bringing in revenues into the
hundreds of millions.
'Growing demographic'
Jennifer Lopez's plans do not as yet involve designing technology, but
rather a retail experience tailored towards the Latin American community.
"Latinos need a place to go and they need to be catered to because
it is such a growing, growing demographic and market and people want to capture
that, and they deserve to be catered to," she said in an interview.
The store will be an authorised reseller of products available on the
Verizon network, which includes devices such as a the iPhone and Samsung
Galaxy.
The Associated Press has noted that previous attempts at marketing
directly to Latinos have centred around low-cost, contract-free offerings - not
high-end phones on monthly plans.
The news agency added that some previous attempts to market directly to
Latin Americans have proved unsuccessful. Movida Communications, a firm
offering Spanish-language mobile services that launched in 2007, closed after
less than a year in operation.
The first Viva Movil store will open in New York on 15 June, with
others in Miami and Los Angeles to follow.
SCRIPTURES
DEUTERONOMY 24: 7If a man be found stealing any of his brethren of the
children of Israel, and maketh merchandise of him, or selleth him; then that
thief shall die; and thou shalt put evil away from among you.
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