EE is stepping up its franchise operations after announcing it is to trial 14 new stores which will take over existing retail locations.
The UK’s largest network has more than 600 stores across the country and has already trialled eight franchise stores in Caerphilly, Leeds, Halesowen, Grantham, Letchworth, Skipton, Tottenham Hale and Winsford, while the 14 new franchises will be based at sites already occupied by directly operated EE stores. Affected staff members will be informed by the operator about the upcoming changes throughout the week. Further shops will be considered on a ‘store by store basis’.
An EE spokesperson told Mobile: ‘We constantly review our retail operations to ensure we’re offering our customers the very best service while at the same time meeting our business strategy as efficiently and effectively as possible. We already successfully operate eight franchise stores and following the latest review we can confirm plans to expand this trial by a further 14 store.’
The move mirrors the retail strategy of rivals O2 which has 200 franchise stores in the UK compared to the 267 that are direct retail. The operator recently transformed 80 extra stores to add to the 120 that were already functional. While almost 50% of O2 shops are now franchise, it announced earlier this month it had ‘no further plans’ transform any more premises.
Author: Matthew Campelli