Mobile phone manufacturer Nokia is extending its brand with a range of merchandise to be sold through its new London flagship store.
The first “100% Nokia” shop opened on London’s Regent Street last week as part of a pan-European push to establish a consumer brand.
As part of the strategy, it has produced a range of Nokia branded products, including bags and clocks.
The venture is the first time a mobile phone manufacturer has opened a retail outlet to sell direct to the public instead of through mobile phone retailers.
The Finnish company plans to roll out its “100% Nokia” retail store format, run by The Carphone Warehouse, to other UK cities, such as Manchester and Birmingham.
Stores have already opened in Dublin, Paris, Vienna, Rome and Madrid.
Alison Brolls, Nokia Mobile Phones UK and Ireland head of marketing, says: “The London store provides the perfect environment for testing merchandise which can then be rolled out through our network”