O2 trials new shop-in-shop format in Next stores
O2 is piloting a new experimental store format in partnership with the Next fashion and homewares chain.
The trial will see O2 launch shop-in-shops in four Next stores during October and November as it considers rolling out the concept to more stores in the coming months.
The shop-in-shops will be prominently positioned within each Next store, either on the ground or first floor. Each will span around 650 square feet and will offer a similar product and services range to a traditional O2 store.
The first shop-in-shops will open in Next stores in Southampton and Warrington today and will be followed by launches in Swindon and Nottingham in November.
Gareth Turpin, sales director at O2, said: “We are delighted to be working with NEXT plc on the launch of our Shop-in-Shop trial. The current challenges facing the high street are never far from the headlines, but we are committed to driving innovation within our retail business by embracing flexibility.”
O2 operates over 450 retail stores across the UK.
