6/24/2010 11:05:00 AM
Phones 4u targets more concessions
Phones 4u is understood to be considering a concession partnership with a major supermarket as part of plans to expand its retail presence.
The success of the Currys and Phones 4u partnership has led some sources to suggest that other retail partnerships are in the pipeline, with Sainsbury’s seen as a likely candidate. However, the supermarket giant denied that a deal was imminent.
One Phones 4u source said: ‘Currys has been quite successful and a major supermarket is looking at the same kind of thing. If that kind of a deal was to come off it would be a great testament to the fact that Phones 4u has built up a great reputation and is pulling off some really imaginative deals.’
Phones 4u confirmed that no deals had been struck with retailers. A spokeswoman said: ‘There are no changes to our current situation, but a company of our size would expect to have exchanges with other companies.’
The independent retailer announced its concession trials with Currys in July last year, as it looked to expand its presence in larger format stores to take on Carphone’s ‘Wireless World’ and Best Buy’s stores.
The trial was interpreted in many quarters as Carphone’s two biggest rivals collaborating to challenge its ‘Wireless World’ ambitions.
Currys parent company DSG faces the looming threat of Carphone and its 50% shareholder, Best Buy, opening Big Box stores on retail parks to challenge Currys larger outlets.
The most recent Phones 4u at Currys openings have been placed in locations close to Best Buy stores.
Last week, Phone 4u opened two new Currys concessions in Aintree and Stockton-on-Tees. The retailer now has seven Currys concessions across the country, each in different formats.
Phones 4u is currently in the ‘first phase’ of refreshing its retail estate. The changes included new interactive displays in store, such as LCD TV screens for demonstrations and new look decorations.