EE boss Marc Allera said he is planning to take on Amazon and Currys as one of the UK’s biggest seller of electrical goods.
The chief executive told The Mail on Sunday that he wants customers to buy items through the telco network “every day and every week”.
“We want to be one of the top three retailers for consumer electronics,” Allera said, adding that his priority is to become a “viable alternative” to the big online shopping giants and High Street rivals.
EE, which is owned by BT, revealed in October it would begin to sell more consumer goods as part of an overhaul of the company.
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Allera’s new strategy for the business also includes offering customers a service to streamline multiple subscriptions to companies such as Netflix through a single paid account through EE.
He said the business was aiming to become a “one-stop-shop” for people who are tired of having to manage numerous subscriptions.
EE has been “experimenting” with how best to use its 450 stores around the UK, said Allera.
This has seen the business open “much bigger” flagship stores, such as the EE studio in Westfield White City.
Smaller changes will also be made to the rest of its outlet to support the new strategy, Allera added.
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