EE will open a new Experience store at Merry Hill shopping centre in Dudley this week, marking the second location of its kind in the West Midlands over the past year. The site will officially open at 10am on Thursday 14th August, offering visitors a chance to engage directly with the latest connected technology, gaming setups, and devices.
This launch represents EE’s third Experience store opening in 2025, following earlier debuts in Nottingham in May and Sheffield earlier this month. The three store openings form part of EE’s wider £3 million investment into high street retail this year, as the company looks to roll out its experiential format across more locations.
The Merry Hill Experience store is structured around four themed zones, Game, Work, Learn and Home, designed to help customers discover how technology integrates into everyday life. In addition, a Tech Home section has been installed to illustrate the connected household of the future, complete with smart televisions, lighting systems, and broadband solutions. Each area is supported by EE’s in-store Guides, trained to provide practical advice and technical insight.
The retail space also includes dedicated Experience Zones aimed at enriching the in-store journey. The Welcome Zone presents a curated shopfront that highlights new product launches and current offers. A Gaming Zone allows visitors to test the latest consoles and video games with help from trained staff. Basecamp serves as a community-focused area where guests can consult on tech issues or simply take a break over a complimentary coffee. Meanwhile, Tech Live enables hands-on interaction with devices, offering tailored product suggestions based on customer needs.
The Tech Home installation at the Merry Hill store has been designed to allow shoppers to visualise an ideal smart home setup. This area includes demonstrations of EE’s broadband solutions and a range of connected living devices. Support is provided by EE Guides, specially trained to recommend options suited to a variety of lifestyles.
In anticipation of the end of summer holidays, families visiting the store from this weekend will be able to book a 30-minute consultation with an EE Guide. These sessions are designed to offer guidance on online safety and are aimed at those setting up a young person’s first phone or device, including hand-me-downs. Created in collaboration with Internet Matters, the service will be available at the new Merry Hill store as well as at more than 400 locations nationwide.
Appointments are open to the public and not limited to EE customers. Bookings can be made online via the company’s store finder at https://ee.co.uk/store-finder.
Commenting on the launch, Asif Aziz, Retail Director at EE, said: “Our mission for our Experience stores is to create immersive and welcoming spaces where shoppers can explore, play and feel connected with technology, all with the expert support of our EE Guides.
“As the new school year approaches, we know millions of families across the UK will be having conversations around device use, which is why we are also rolling out in-store online safety appointments across over 400 stores throughout the country, including Merry Hill.
“I would encourage anyone, whether they’re looking for help managing their child’s device use, or keen to make the most of their own connected tech, to drop by and speak to our excellent team.”
EE noted that the Merry Hill Guides have been selected to reflect the diversity of the surrounding community, with each team member bringing their own interests and expertise. All staff have undergone specialist training to ensure they can offer personalised advice and product recommendations.
Jonathan Poole, Centre Manager at The Merry Hill Centre, said: “We’re thrilled to welcome EE’s innovative new Experience store to Merry Hill – a next-generation concept that adds something genuinely new for our visitors. From its hands-on Gaming Zone to its vibrant community hub, the store offers experiences that go well beyond traditional retail, giving people more reasons to spend time here and engage with the latest technology in an interactive way.
“The opening comes as we continue to evolve the centre to meet changing customer expectations. People want destinations that combine great shopping with opportunities to play and connect. This dynamic addition strengthens Merry Hill’s position as the West Midlands’ go-to place for immersive, experience-led shopping and entertainment, and we can’t wait to see how our community embraces it.”
The store will open its doors on Thursday 14th August at 10am, with the event featuring a live set from DJ and EE Guide, Gaurav Kapur.
