In 1987, the company began a push into consumer electronics, opening stand alone "Electric Avenue" stores. Montgomery Ward greatly expanded its electronics presence by shifting from a predominantly private label mix to an assortment dominated by major brands such as Sony, Toshiba, Hitachi, Panasonic, JVC, and others. They advertised using the Eddy Grant song Electric Avenue. Vice President Vic Sholis, later president of the Tandy Retail Group (McDuff, VideoConcepts, and Incredible Universe), led this strategy. In 1994, revenues increased 94% largely due to Montgomery Ward's tremendously successful direct-marketing arms. For a short period, the company reentered the mail-order business via a licensing agreement with Fingerhut. However, by the mid-1990s, sales margins eroded in the competitive electronics and appliance hardlines, which traditionally were Montgomery Ward's strongest lines.