11/25/2009 12:32:00 PM
Currys and Phones 4u extend concession trials
DSG and Phones 4u are extending their concession trial with a second ‘Phones 4u at Currys’.
The concession opens in Lakeside shopping centre, Thurrock tomorrow (26 November).
Currys’ parent, DSG, described the move as an ‘extension’ of the Phones 4u trial in its Birmingham store.
Sources close to the retailer told Mobile that a third one is planned for the New Year, but DSG would not confirm the claim.
In July 2009, Phones 4u and DSG announced a trial concession in DSG’s 60,000 sq ft Currys megastore outlet in Wednesbury, Birmingham.
The move was interpreted in many quarters as Carphone Warehouse’s two biggest rivals collaborating to challenge its Wireless World store ambitions.
The project is headed up by Phones 4u’s retail development director, John Welsh, in an initial six month trial under a new ‘Phones 4u at Currys’ brand.
The concessions are manned by Phones 4u staff selling contracts, prepay, Sim-only and Sim-free handsets.
DSG only has two megastores in its 500 store estate, but a further three
were planned for 2009 when the concession was announced in July.
Carphone has already opened 20 stores with a format built around new segments such as laptops, gaming and other multimedia services and products.
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. Carphone also has ambitions to reach a total of 44 Wireless World stores by April 2010.