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Best Buy was the first retailer to sell the Apple watch outside of Apple, and now that Apple’s three-month exclusive on sales of the Apple Watch is over, the company is looking to increase availability even more.

The world’s largest electronics chain said it would expand distribution of Apple’s state-of-the-art watch, by 10 fold. The company said the device will be available in 900 stores on September 4th and all 1,050 of Best Buy’s U.S. big-box stores coming at the end of the month. This is a massive increase in scale from a company who only three weeks ago offered the models at only 100 of its stores and through its online store.

Reacting to his company’s decision Best Buy Chief Executive Officer Hubert Joly said “It [Apple Watch] has performed so well that, together with Apple, we’ve decided to roll it out,”. He adds “demand for [the] Apple Watch has been so strong,” that the opportunity could not be surpassed.

Apple remains secretive about releasing sales figures for the watch, however Best Buy’s eagerness to expand its rollout of the device clues us into the retail success of the product.

Best Buy is optimistic about its latest expansion product, and having the Apple Watch available “in all 1,000 stores by the end of September is a big deal for us,” Best Buy Chief Financial Officer Sharon McCollam said on a conference call with analysts. Moreover, the company is increasing its Apple service by selling AppleCare warranties. Furthermore, Best Buy will become an authorised service provider for Apple products.

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