The six trial dual branded stores will be open by Christmas to take advantage of the peak trading season.
The stores will sell both T-mobile and Orange branded products and both brands will be clearly visible in the store fascia.
An Everything, Everywhere spokesperson told Marketing Week: “We’re testing out one way that we could do dual branding and taking an opportunity to give customers additional choice to buy both brands.”
“We always said we would look to expand our retail footprint and this is a trial to see how dual branded stores works,” she adds.
Three Orange stores and three T-Mobile stores in areas that only one of the brands is currently present will now sell each other’s products.
Everything, Everywhere launched its first joint campaign for the two brands this week to demonstrate that customers of both providers can now benefit from each other’s network signal.
The network provider has also implied that it will use its newly combined database of 27 million customers to cross-promote Orange and T-Mobile products.