Everything Everywhere, the mobile company created as part of a merger between mobile operators T-Mobile and Orange, will begin a five-store pilot, initially to gauge customer reaction, before launching a large chain of stores on the high street.
The merger was completed in the Summer of last year and immediately saw the group rebranded, instead of utilising the strong and estabalished brands of the original companies. Andrew Coull, Vice President of Retail at Everything Everywhere, believes the new name will gain the company traction – he should considering he was driving force behind the decision to create a retail chain of 720 stores.
The Guardian reports that Everything Everywhere will launch five stores; one in Altrincham (opening next Friday), followed by Lowestoft, Evesham, Bishops Stortsofrd and Eltham. The stores will focus on educating customers about new smartphones and tablets, selling both Orange and T-Mobile brands, a plan that is aimed at turning “traditional mobile phone retailing on the high street on its head.”
The stores will also be outfitted with free Wi-Fi, encouraging customers to spend time online and ultimately spend money.
Everything Everywhere boss Tom Alexander intends to reduce costs by up to £3.5 billion by 2014 and has committed to keeping all existing stores open whilst the new trials are being run. The group is already testing outlets in HMV stores.