• EE is launching its new Experience store in the Trafford Centre, combining physical and digital experiences to bring to life the latest connected technology
  • Former England international and Manchester City player, Ellen White, will open the store at 12pm on Thursday 21st September, with exclusive gift bags for the first 100 customers
  • Trafford Centre is the third of EE’s new Experience stores to launch across the UK, with the new store helping to serve the company’s 848,000 customers in the North West 

EE, the UK’s best network, is opening the doors of its brand-new Experience store alongside former Manchester City player Ellen White in the Trafford Centre on Thursday 21st September, guiding shoppers through the latest in connected technology.

Situated in the UK’s third largest shopping centre, the new EE Experience store is designed to empower customers with the best connectivity and technology solutions for their connected life. Featuring a range of the latest connected technology, from games consoles to smart home devices, the innovative new retail concept will offer shoppers in Greater Manchester a dynamic space to work, learn, game and play.

Visitors to the store will explore a host of ‘experience zones’ and ‘room sets’, with each area carefully curated to give customers a taste of future connected living.

The experience zones in Trafford Centre’s EE Experience store include:  

  • Welcome Zone: An inviting and dynamic shopfront, including a changeable digital window canvas that lets customers see the latest product launches and in-store offers before they even step inside. 
  • Gaming Zone: Feel the power of EE’s network and discover the latest and greatest in gaming – with the most up-to-date games and consoles available to try, as well as expert advice from the team on a range of bundles and plans, gamers of all levels can come in and experience the best in gaming. 
  • Base Camp: A space for customers to sit down and work or learn about the connected technology on offer; with comfortable sofas, work benches and collaborative worktops, visitors can stop by for a complimentary tea or coffee, catch up on emails or speak to one of the EE team for advice on a range of products and services. Shoppers can also drop off their device for a rapid two-hour repair service, regardless of the network they are on. 
  • Tech Live: Try before you buy with an interactive bench inviting customers to trial the latest innovations, discover new devices and speak to the experts. A host of technology will be on display, evolving as new product launches hit the shelves, with visitors able to browse and purchase their chosen products online.

The new Experience store also gives customers the opportunity to visualise how a range of connected technology could be used in their own homes, by exploring the real-life room sets. These include a Living Room with superfast broadband and connected home technology such as home security and TV packages, and a Home Office with technology to support with online security and working from home. 

 EE is committed to offering the most personal, customer-focused service on the high street, which is reflected through its Trafford Centre store team. Each team member has different passions and interests that, combined with a love for technology and helping people, make them uniquely placed to advise guests at the store on how to elevate their everyday with connected technology. Visitors to the Trafford Centre store can receive face-to-face advice and guidance on how to use a range of different technology in everyday life, with EE’s Guides helping to digitally upskill the local community.

Ellen White, Former England International and Manchester City player, said: “I am excited to be opening the new EE Experience store in Manchester. The Trafford Centre is such a big part of the local area and so it’s great to see EE opening this space for the Greater Manchester community to spend time in and have some fun. I’m looking forward to showing the first guests around”. 

Trafford Centre is one of the UK’s largest retail and leisure destinations, serving over 30 million visitors a year. EE has been a permanent feature of the Trafford Centre for over a decade, with two further stores on Market Street in the city centre, as well as a store at the Manchester Fort shopping centre. EE sees on average over 430,000 customers through the doors of its Manchester City Centre and Greater Manchester stores each year, with the new Experience store a further show of commitment to bricks-and-mortar retail and offering the best customer service on the high street. 

Asif Aziz OBE, Retail Director at EE, said: “As one of the UK’s largest technology hubs, we are excited to be bringing our new Experience store format to this vibrant and innovative city, helping our customers and the local Manchester community to get the most out of their technology.

We want our stores to be so much more than a traditional phone shop; whether you are an avid gamer, a home worker or even a technology novice, our EE Guides are here to help and share their expertise. We are looking forward to opening the doors to our latest Experience store with the help of Manchester City legend Ellen White”. 

Simon Layton, Centre Director at Trafford Centre, said: “We’re delighted to welcome EE’s new Experience store to Trafford Centre, offering visitors an exciting new connected space to shop, work, learn and play. EE’s significant investment in this cutting-edge new store exemplifies our commitment to delivering a unique and immersive physical experience that cannot be replicated online.” 

The launch of the new Experience store at Trafford Centre is part of EE’s new retail strategy, which seeks to reinvent the role of retail in the telco industry putting innovation, personal experience, and community service front and centre. 

The EE Experience store will open at 12pm on Thursday 21st September, with gift bags for the first 100 customers and an exclusive appearance from Former England international and Manchester City player, Ellen White. There will also be exclusive in-store deals, offers and entertainment throughout the day.  

For more information, visit 


Notes to editors 

The EE Experience store is located on the first floor of Peel Avenue in the Trafford Centre. 

About Trafford Centre

At Trafford Centre we are passionate about creating compelling experiences that make our visitors smile, help our brands succeed and communities thrive.

We welcome 30 million visitors every year to our 280 brands, including Selfridges, John Lewis, Zara Next, Marks & Spencer and a 20-screen ODEON cinema.

We are committed to our local communities, supporting over 10,000 jobs (representing about six per cent of the local retail workforce), and to operating with environmental responsibility.


 About EE 

EE runs the UK's biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 and launched the UK’s first 5G network in May 2019.  

EE’s mobile network has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and 2021, and the 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.  

As well as offering mobile services to consumers and small and medium businesses, EE also provides home and business broadband using both 4G and fixed line connections. 

EE is committed to being number one for 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.  

In 2022, BT announced that EE would become the lead flagship consumer brand on a mission to create the most personal, customer-focused brand in the UK. EE and BT are joining forces to work as one to better take on what’s next in the world of connectivity and technology, working together to continue to innovate, doing a better job for customers and the nation, now and in the future. 

 EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. Follow us on:  

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