EE OPENS NEW EXPERIENCE STORE IN THE WEST MIDLANDS WITH MERRY HILL LAUNCH
EE is today opening a new Experience store in Dudley’s Merry Hill shopping centre, the second of the cutting-edge experiential stores to open in the West Midlands in the past year. The new space will give the local community a place to test out the latest devices, games and connected tech in a state-of-the-art space.
Merry Hill is EE’s third Experience store launch of 2025, following openings in Nottingham in May and Sheffield earlier this month. All three are part of EE's £3million investment into brick-and-mortar retail this year* as it continues to bring experiential retail to the British high street.
The new store has been designed to help customers get hands-on with the best smart tech, while also providing expert support from EE’s in-store Guides for those who would like additional help with their devices. It features Experience Zones themed around four key areas – Game, Work, Learn, and Home – along with a Tech Home area showcasing the future of connected living.
Experience Zones include:
- Welcome Zone: A visually dynamic shopfront that offers a glimpse of the latest tech, product launches, and in-store offers.
- Gaming Zone: A dedicated area for gamers to test the newest consoles and games, with expert guidance from EE Guides.
- Basecamp: A community hub where visitors can seek advice, browse tech solutions, or relax with a complimentary cup of coffee.
- Tech Live: A hands-on zone for testing the latest devices and receiving personalised recommendations.
The Tech Home area allows customers to visualise their ideal connected home setup with smart TVs, lighting and EE’s fast broadband, complemented by expert advice from EE’s Guides who have been specially trained on the best tech and broadband solutions.
As summer holidays draw to a close, families visiting the Merry Hill store from this weekend will also be able to book a 30-minute session with an EE Guide to receive personalised support and practical guidance on online safety. Developed in partnership with Internet Matters, the new service, which launches this week, will also help with the set-up of a young person’s first device, whether it’s new or a hand-me-down.
The sessions are open to all, regardless of their network or broadband provider, and can be booked by heading to https://ee.co.uk/store-finder.
Asif Aziz, Retail Director at EE commented: “Our mission for our Experience stores is to create immersive and welcoming spaces where shoppers can explore, play and feel connected with technology, all with the expert support of our EE Guides.
“As the new school year approaches, we know millions of families across the UK will be having conversations around device use, which is why we are also rolling out in-store online safety appointments across over 400 stores throughout the country, including Merry Hill.
"I would encourage anyone, whether they’re looking for help managing their child’s device use, or keen to make the most of their own connected tech, to drop by and speak to our excellent team.”
EE is committed to being the most personal and customer-focused brand on the British high street. The Guides in Merry Hill have been carefully chosen to reflect the vibrant and diverse community the store serves. Team members bring their own unique passions and interests to the store and are united by a love of technology and a desire to help people. With specialist training, the Merry Hill EE Guides are equipped with the knowledge to provide tailored tech advice and recommendations to suit every lifestyle.
Jonathan Poole, Centre Manager at The Merry Hill Centre added: "We’re thrilled to welcome EE’s innovative new Experience store to Merry Hill - a next-generation concept that adds something genuinely new for our visitors. From its hands-on Gaming Zone to its vibrant community hub, the store offers experiences that go well beyond traditional retail, giving people more reasons to spend time here and engage with the latest technology in an interactive way.
"The opening comes as we continue to evolve the centre to meet changing customer expectations. People want destinations that combine great shopping with opportunities to play and connect. This dynamic addition strengthens Merry Hill’s position as the West Midlands’ go-to place for immersive, experience-led shopping and entertainment, and we can’t wait to see how our community embraces it.”
The store opens in Dudley’s Merry Hill shopping centre at 10am on Thursday 14th August, with a live set from DJ and EE Guide, Gaurav Kapur.
Notes to editors:
*EE is investing over £3 million to open Experience and Experience Local stores across the UK from May 2025 – March 2026.
**The new Merry Hill Experience Store can be found at Unit 46, The Merry Hill Centre, Brierley Hill, DY5 1QX.
About EE
EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator.
Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.
EE’s mobile network continues to receive extensive recognition including UK\\\\\\\\\\\\\\\'s best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.
EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.
EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.
EE is part of BT Group\\\\\\\\\\\\\\\'s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.