has slowed its programme to roll out 100 franchise stores by the end of the
the retailer is aiming to open 75 stores by the end of 2010 and ‘at least’ 25
stores in 2011 as part of a drive for quality rather than quantity.
MD Clive Bayley told Mobile that the move is prompted by
tougher economic conditions that require partners to raise their game.
Fonehouse has parted company with a number of partners over the past few months
who failed to make the grade.
(pictured) said: ‘We have added loads of stores in the past year and it has
been going really well. However, we have slowed the pace and now plan to take
on 75 new partners by the end of this year, and at least 25 by the end of
‘We are upping the quality of the partners we take on – we have lost four or five of our partners
recently that were not doing it right, so we have to be more careful about who
we accept and how we train them. What we don’t want is growth for no reason. We
have to be selective about who we take as partners, especially in a tight
Fonehouse is also increasing its training programme for partners, opening a new
training centre in Chelsea, London.
predicting the continuing rise of retailers and the demise of dealers in the
mobile phone franchise arena.
‘Some of the dealers will fall away as we up presentation – it will attract
more retailers than dealers – a lot of the original mobile phone dealers have
gone into b2b simply because retail works for retailers – it’s tough.’