Virgin Media has done a deal with Phones 4u to take over shop space in selected stores for six months.
If successful, the trial could be extended further across Phones 4u's entire nationwide estate.
The trial stores - in the North West of England - have been refurbished with Virgin branding to showcase its range of products - including digital TV, video-on-demand, broadband, home phone and mobile.
The stores will appear to be spilt in half to shoppers and will also include a Virgin Media logo on the store's outer fascia.
Phones 4u staff have been extensively trained on Virgin’s products and bundles, and each store will include its very own Virgin guru, who will be on hand to answer any questions about the products and pricing.
Virgin currently has 13 dedicated stores and over 91 concessions in Zavvi stores.
Peter Taddeo, Virgin Media's managing director of consumer sales said: ‘Our partnership with Phones 4u will help us to maximise the opportunity for promoting digital services on the high street and bring the digital home concept directly into the hands of the consumer.
‘As a key strategic partner, their staff and expertise will provide the perfect platform to demonstrate Virgin Media's uniquely positioned products and services.’
Jim Slater, Phones 4u's marketing director said: ‘Phones 4u are delighted to be working closely with Virgin Media.
‘The products in the Virgin Media portfolio offer our customers both an excellent proposition and significantly increased levels of choice.
‘The Phones 4u personal consultation process lends itself well to helping our consumers to understand the breadth of the Virgin Media product range, and will help them to select the right package.’