EE to invest £6 million in UK store portfolio in the next 12 months
EE has announced that it will invest £6 million in its UK store portfolio over the next 12 months as it launches its latest Experience store in Gateshead’s Metrocentre.
The new space 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.
The company said it has a firm commitment to UK bricks-and-mortar retail as it aims to reinvent retail in the telco sector. Work has included the launch of new store formats including its flagship Studio store at Westfield London, Experience stores in Manchester, Cardiff and Kent, and Experience Local stores in Derby and Guildford.
The EE Studio store in Westfield London features a gaming zone and an immersive digital spa to support customers’ well-being. The company has revealed that the new store’s footfall is up 250% compared to the previous EE shop at the shopping centre.
Commenting on the Metrocentre launch, Asif Aziz, retail director at EE, said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming. We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year. Our ambition is to be the most personal, customer-focused brand in the UK, and our new Gateshead Experience store plays a key part in bringing this to life.”
The Metrocentre shop features dedicated experience zones and a connected home zone with a living room set to give shoppers a more immersive space to get hands on with the latest connected technology. Those visiting the store will discover the future of connected living across four key areas: work, home, learn and game. The new store will be launched today with an appearance by former Newcastle United player, Shay Given.
Ben Cox, senior asset manager at Sovereign Centros, said: “EE’s new Experience store is a fantastic addition to the Metrocentre’s Platinum Mall, embedding itself next to key retailers within the scheme. It emphasises the importance of physical and experiential retail in elevating the shopping experience for visitors and following EE’s previous success at Metrocentre in Red Mall, we’re pleased to see further commitment by the brand in a new and enhanced space as the centre continues to evolve, following a strong 2023”.