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.”