The new store is the fourth of EE’s Experience stores and the first of more than ten brand-new EE Experience and Experience Local stores set to open in the UK over the next year - such a positive endorsement to this innovative new concept.

This is all part of EE ambition to reinvent retail in the telco industry, putting customer experience, community focus and innovation at the heart of its strategy to be the most personal, customer focused brand in the UK. This approach has seen the launch of new store formats including its flagship Studio store in London, Experience stores in Manchester, Cardiff and Kent, and most recently its Experience Local stores in Derby and Guildford.

The new retail strategy was announced in June 2023 with the launch of the EE Studio store in Westfield London, White City, and this innovative new store has seen an increase in footfall by 250% compared to the previous EE store in Westfield London, White City. EE’s refreshed retail approach continues to be well-received by customers across the country. The Experience stores in Kent, Cardiff and Manchester have all seen footfall increase by 35% compared to the previous stores in these locations.

This new store concept combines physical and digital experiences to bring to life the latest connected technology and is part of EE’s new retail strategy. The spaces features a range of the latest connected technology from game consoles to smart home devices, all within a dynamic space to work, learn, game, and play. Visitors to the stores can explore a host of experience zones and room sets, with each area carefully curated to give customers a taste of future-connected living. Read and see more about this concept here