Sony Ericsson opens first retail outlet following rebrand

Sony Ericsson is launching its first retail outlet in central London as it steps up efforts to engage consumers with the brand.

The mobile phone operator has struck an agreement with the Carphone Warehouse to manage the store which will open at the end of November, stocking Sony Ericsson handsets, accessories and PC cards connected to a number of operator networks.

The company hopes the store will help build a stronger relationship between the brand and consumers, who will be able to interact and experiment with branded products and services.

The company has also unveiled a new brand identity to coincide with its fifth anniversary celebrations.

Designed by global brand consultancy Wolff Olins, the new branding includes a new range of vibrant colours and incorporates the company’s circular logo within a written message focusing on consumer sentiment towards its product range.

Since it was founded in 2001 as part of a joint venture between Sony Corporation and Ericsson, the company has positioned itself as the fourth largest telecoms manufacturer in the world.