Mobile phone specialist EE has hit its stride as it continues to roll out its new concept stores across the country.

The company unveiled its latest new-look store in Merry Hill, Dudley, last week as part of a £3m investment to transform its retail estate in 2025.

EE Merry Hill features four of what the network describes as ‘experience zones’ themed around gaming, work, learning and the home, along with a specialist area showcasing the future of connected living.

It forms part of the brand’s wider strategy to be “the most personal customer-focused tech brand on the high street,” explains the business’ retail director Asif Aziz (image above).

The mobile network has spent the past three years reimagining its role on the high street amid growing competition from standalone Apple and Samsung stores.

Retail Gazette sat down with Aziz to find out more about the telco giant’s retail strategy and how its disrupting the high street.

Staying relevant

The classic mobile phone shops, which most people grew up with on their local high street, are far and few between these days as consumers shop for their tech differently.

With people heading to the likes of Apple and Samsung or John Lewis and Currys for their electronic devices, EE has had to reimagine its retail offer to draw consumers in.

“For our customers, tech is complicated. It’s changing ever more so, and we can have a renewed purpose and relevance in society today, but also in the future,” says Aziz.

“Having the best products and services, having the best environment in our stores, and then having the best people, that combination really helps give customers a real reason to come out and see us.”

At the centre of the firm’s brick-and-mortar network is its Studio flagship store, which launched three years ago in Westfield London.

The 4,230 sq ft space features a gaming zone, a lounge area offering complimentary tea and coffee, product workshops and home room sets to demonstrate the increasing link between phones and household appliances.

Aziz explains the concept has evolved over time, with the business adding more products and service since its opening.

The flagship has also been used to host exclusive gaming events in partnership with Netflix for the release of season two and Call of Duty’s latest Black Ops launch.

Features from the EE Studio have been rolled out to the rest of the estate, with the network now operating 47 Experience and Experience Local stores alongside its smaller high street shops.

“You’ll see more of them opening up, all refreshed in other towns and cities over the period of next five months left of this financial year,” says Aziz.

The retail boss says the business is targeting the major cities first and hopes to transform “around 20” of its existing shops over the coming months.

Commitment to the high street

EE’s rollout of new-look mobile network stores reflects the group’s commitment to physical retail and also to the high street, said here demand has increased, says Aziz.

In fact, he notes, “it’s quite difficult to get properties again unlike it was two or three years ago”.

One thing that is likely to accelerate the high street renaissance is the upcoming overhaul of the business rates system next April.

Under its proposals, the Government is planning to raise business rates on properties with a rateable value of more than £500,000 next year, which will help fund a discount on smaller retail and hospitality outlets.

“It’s nothing different for us compared to other retailers,” says Aziz.

“We’re fully appreciative of what the Government needs to do and based on what they’re going to do, we will decide what’s the right thing for us as well,” he adds.

Aziz is a strong believer in cross-collaboration across the industry to fuel innovation.

“Whilst there will be some competitive forces within certain retailers in general, retailers lifting the standards and raising the bar together is good for everybody,” he adds.

“People like to come out into stores to feel good and get the experience.”

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