"Phones 4u at Currys" gets 50-store roll-out
27 July 2010 10:11
It has been announced that mobile phone retailer Phones 4u has struck a deal with electricals group DSGi to open branded outlets in 50 of its Currys stores plus a number of PC World outlets. The roll-out comes following a successful trial of the concept in five megastores across the Midlands and the south of England and has been seen by some analysts as a direct response to the increased competition it faces from US giant Best Buy, which is now in a joint venture with Carphone Warehouse.
The "Phones 4u at Currys" concessions are to be staffed by Phones 4u employees and it is estimated that the project is likely to generate more than 200 new jobs. A further roll-out of the concept is expected in 2011.
John Browett, DSGi chief executive, said: "The Phones 4u at Currys trial stores have received overwhelmingly positive feedback from our customers. Our new format stores offer an unbeatable combination of value, choice and service, and the introduction of Phones 4u branded areas at our stores represents an exciting new benefit for customers."
Phones 4u chief executive Tim Whiting said: "I'm delighted to be working alongside John and DSGi on such an exciting partnership, which fits perfectly into our strategy to broaden Phones 4u's customer base and increase our market share as we move further into 2010. We're continuously looking for innovative ways to bring customers an excellent in-store experience and even more great products.
"Currys is the UK's leading specialist electrical retailer, and as a leading mobile retailer, I know that our combined reputation, expertise and complimentary approach to customer service, choice and value will make this partnership an unrivalled success."
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