Everything Everywhere to open first store

Everything Everywhere, the joint venture between T-Mobile and Orange, is to open its first branded stores.

/f/n/h/EverythingEverywhereStore.jpg

The Everything Everywhere stores will sell both Orange and T-Mobile branded phones and products as well as tablet devices and computers.

Andrew Coull, Everything Everywhere vice president of retail, says the new stores have been designed to build relationships between customers and both brands in a “a fun, interactive environment”.

Everything Everywhere aims to approach mobile retail differently to rivals and says that it will not focus on aggressive selling but on engaging with the customer.

The phone stores will offer phone charging services, free wi-fi, app downloading and mobile repairs. All phone handsets and devices will be live, allowing customers to test them in-store.

Stores will include a “visual stock room” housing products behind glass panels to allow customers to see everything available.

The mobile retailer has also ruled out the use of point of sale material in windows which it says obstruct customers view into stores.

The first shop will open in Altrincham on Friday (18 February). Sites in Bishop’s Stortford, Eltham, Lowestoft and Evesham will follow over the next five weeks.

Coull says: “We’re a pioneering company with a deep-rooted belief in commercial exploration across all elements of our business. We’re passionate about building stronger relationships with customers of both our brands, and this is the latest in a string of live retail trials that will help us deliver a unique 21st century retail experience for our customers, creating a fun, interactive environment which brings our products and services to life.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here