EE is set to open more than 10 of its Experience concept stores across the UK in the next 12 months as it looks to strengthen its high street presence.
The telco retailer unveiled its new format in Westfield White City last June, which is designed with dedicated experience zones to showcase connectivity in the home.
EE said it will continue the roll out of the concept and a small-format version in 2024 as part of a £6m investment in its store estate.
It noted that its EE Studio Westfield store, which includes a digital spa and gaming zone, saw footfall more than double in comparison to its previous outlet in the shopping centre.
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Meanwhile, the Experience stores in Kent, Cardiff and Manchester have all seen footfall increase by 35% compared to the previous store outfits.
The announcement comes as EE opens its latest concept store in the Metrocentre on Friday.
EE retail director Asif Aziz OBE said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming.
“We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year.
Alongside investing in its brick-and-mortar portfolio, EE boss Marc Allera said he is planning to take on Amazon and Currys to become one of the UK’s biggest seller of electrical goods.
His comments came as the telco group revealed in October that it would start selling smart fridges, TVs, kettles and fitness products as it branches out into the ecommerce market.
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