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EE has announced the opening of its latest Experience store in Gateshead, the fourth of 10 planned openings.
The announcement comes as EE commits to investing £6m in the British high street in the next 12 months.
The company has launched new store formats including its flagship Studio store in London, Experience stores in Manchester, Cardiff and Kent, and most recently its Experience Local stores in Derby and Guildford.
The new retail strategy was announced in June 2023 with the launch of the EE Studio store in Westfield London, White City.
Featuring an immersive Digital Spa to support customers’ wellbeing and a Gaming Zone, the innovative new store has seen an increase in footfall by 250% compared to the previous EE store in Westfield London, White City.
The Experience stores in Kent, Cardiff and Manchester have all seen footfall increase by 35% compared to the previous stores in these locations.
The EE Experience store occupies a new, bigger site and has been designed with dedicated experience zones and a connected home zone with living room.
Asif Aziz OBE, retail director at EE, said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming.
“We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year. Our ambition is to be the most personal, customer-focused brand in the UK, and our new Gateshead Experience store plays a key part in bringing this to life.”
Ben Cox, senior asset manager at Sovereign Centros, added: “EE’s new Experience store is a fantastic addition to the Metrocentre’s Platinum Mall, embedding itself next to key retailers within the scheme.
“It emphasises the importance of physical and experiential retail in elevating the shopping experience for visitors and following EE’s previous success at Metrocentre in Red Mall, we’re pleased to see further commitment by the brand in a new and enhanced space as the centre continues to evolve, following a strong 2023.”
