Sainsbury’s is boosting its Phone Shop portfolio after seeing sales of mobile accessories more than double last year.
The supermarket giant is set to open its 27th store-within-store Phone Shop this week, with another two Phone Shop launches in the pipeline this month.
The company said it had seen sales of mobile accessories in its Phone Shops more than double over the past year.
It is now planning a major push into the wearables market, initially via its Phone Shop website but with plans to stock a range of wearables in its Phone Shops later this year.
The rollout of Sainsbury’s Phone Shops follows strong performance of six trial Sainsbury’s Phone Shops at King’s Lynn, Letchworth, Cannock, Cheadle, Bishop’s Stortford and Monks Cross last year.
The directly managed stores are operated by dedicated Sainsbury’s staff, trained to sell mobile phones and accessories. The shops are located in prime positions in the store, fitted out in bright, modern colours, and equipped with seated areas and play tables.
A spokeswoman told Mobile the company is set to unveil its 27th store with two more in the pipeline this month. She declined to say how many Phone Shops the company is planning to install across its retail estate of 400-plus supermarkets.
She added: ‘We have just started selling smart watches and wearable technology, with a current focus on our website Phoneshopbysainsburys.co.uk.
‘This is an expanding market, and we have seen sales of accessories more than double in the past year.’