Orange and T-Mobile introduce new store format giving more choice in more places

Everything Everywhere, the UK's biggest communications company, today announced the opening of six dual-branded Orange and T-Mobile stores as part of its landmark trial as well as the roll out of a further three Orange franchises in the UK.

As part of the company's move to give its customers more choice in more places through testing new store concepts, the first 6 dual branded store locations open in Tooting, Palmers Green, Hertford, Bridgend, Weston super Mare and Dorchester this week.

The trial takes the form of a concession-within-store format, so for the three T-Mobile stores, there will be an Orange concession inside showcasing the best offers, plans and devices from Orange and likewise for the Orange store hosting the T-Mobile concession. Both brands will be firmly displayed in the window but with the host brand taking the overall lead.

In addition, Everything Everywhere is also opening up three Orange franchises in time for Christmas trading following the successful Orange franchise pilot in Bridlington ran by Shebang. The new Orange franchises will open in Letchworth, Caerphilly and Leeds and will be run by local entrepreneurs who have successfully ran franchises in the past. The three new Orange franchises form part of an ongoing franchise trial for the Orange footprint which is looking to extend the reach of the Orange brand into places where it has little presence. More franchises are expected to open in 2011.

Andrew Coull, VP of Retail at Everything Everywhere said: "Our 720 strong retail footprint is at the heart beat of Everything Everywhere and we are really excited about our growth plans. Both the franchise and dual branded trials give us an amazing opportunity to extend our reach into new places and importantly give our customers even more choice in existing locations."    

About EE

EE is the most advanced digital communications company in Britain, providing mobile and fixed line services to 27 million customers, and will soon become the first company in the UK to provide 4G mobile services alongside fixed-line fibre.

EE is the company that runs the Orange and T-Mobile brands in the UK, and will be launching its new superfast 4G brand – EE – in the coming weeks.

Its 4G service will cover a third of the population by the end of 2012 and its fibre service will cover 50% of the population by the end of the year.

EE's mobile service currently provides coverage to 99% of the population with 2G and 98% of the population with 3G

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