EE to invest £6 million in retail stores 


EE has announced that it will invest £6 million in its UK store portfolio over the next year 

The news comes as the company unveils its new Experience store in Gateshead today, which will be the first of “more than ten” EE Experience stores that will open over the next year. 

The new type of retail store was announced last year at the launch of the White City Westfield London store. It is the UK’s largest telco retail space, which aims to reinvent the role of retail in the telco industry, “putting innovation, personal experience, and community front and centre”, as per the EE press release 

The store features numerous new areas, including ‘immersive digital spas’ and gaming areas, which EE believes will demonstrate why physical retail stores are still vital for the experience of the EE customer, despite our increasingly digital world. 

The stores aim to “create standout experiences that reflect the changing needs of our customers and the increasingly connected lives they lead,” said Bridget Lea, Managing Director of Commercial at EE.  

“As part of our ambition to become the most personal, customer-focused brand in the UK, we are proud to be offering our customers the chance to get up close and personal with the latest innovations and game changing technology that is right for them,” she continued. 

In October last year, EE underwent a huge rebrand, launching their new era of connectivity ‘New EE’, which encompassed new broadband and mobile packages (including the company’s most advanced broadband offering, EE Full Fibre 1.6Gbps), and an “everything app”, a new integrated platform offering a range of services from device sales and subscription management, available to everyone. 

The move follows an announcement last April, when BT announced EE would gradually become the “flagship brand for consumer customers”, while BT would become the main brand for the Enterprise and Global units. 

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