7/30/2009 6:39:00 PM
Phones 4u set for Currys deal to challenge Carphone's Wireless World
Phones 4u is partnering with former rival DSG to open a trial concession in DSG’s Currys store, with plans to open more Phones 4u concessions across the Currys estate.
The trial concession will open in the 60,000 sq ft Currys megastore outlet in Wednesbury, Birmingham – its biggest site in the country – this week.
The project will be headed up by Phones 4u’s retail development director, John Welsh (pictured), in a six month trial under a new ‘Phones 4u at Currys’ brand.
The concession will be manned by Phones 4u staff selling contracts, prepay, Sim-only and Sim-free handsets.
It will be interpreted in many quarters as Carphone Warehouse’s two biggest rivals collaborating to challenge its Wireless World store ambitions.
There are just two megastores currently in DSG’s 500 store estate, but there are plans to open a further three in 2009.
Welsh, formerly of DSG, said: ‘The Currys brand is a great fit with our own and a natural choice to explore this new retail model.’
Phones 4u is looking to increase sales to maintain its scale and market share in the declining mobile market.
Carphone has already opened eight stores with the format built around new segments such as laptops, gaming and other multimedia services and products, and is set to open a further four in August.
DSG has also faced the looming threat of Carphone and its 50% shareholder, Best Buy, opening large Big Box stores on retail parks to challenge Currys’ larger outlets next summer, as well as Carphone’s ambitions to reach a total of 44 Wireless World stores by April 2010.