Phones 4u will head into 2011 with 504 stores - a 10% increase since the beginning of the year. The mobile retailer's deal for store-in-stores within Dixons has exceeded the 2010 target of 50 stores. The two retailers have committed to doubling their store-in-store portfolio in 2011.
John Welsh, Phones 4u's retail development director, said. ‘As the mobile industry fast approaches 2011, Phones 4u finishes 2010 exceeding 500 stores, driven partly by the successful progression of our store-in-store venture with Dixons Retail and partly by our continued commitment to growing the Phones 4u business and increasing our market share.’
Phones 4u has spent millions of pounds overhauling its retail estate throughout 2010 with the aim of increasing customer interactivity and making the product the hero. The in-store changes have increased merchandising space by 30-40%.
The company has also cemented closer working relationships with manufacturer partners such as RIM. One example of this is the launch of two BlackBerry Zones in the Phones 4u Tottenham Court Road and Oxford Street branches in London.
In August, Phones 4u announced a partnership with Dixons Retail to install Phones 4u branded areas at all Currys Megastores and a number of combined 2-in-1 stores across the UK. The agreement has also seen 51 store-in-stores become operational in time for Christmas. A further 50 store-in-stores are planned over the next 12 months.
Welsh said: “We currently have 453 ‘Phones 4u’ stores and 51 Dixons store-in-stores and as always, will continue to look for opportunities to expand our retail estate in 2011.’