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EE has announced a significant £6 million investment in the UK’s high streets, demonstrating its commitment to the brick-and-mortar retail sector. This investment underpins the launch of more than ten new EE Experience and Experience Local stores across the UK over the next 12 months, beginning with a high-profile opening in the Metrocentre, Gateshead.

The investment is part of EE’s broader strategy to revolutionise the telecom retail experience by focusing on customer service, community engagement, and innovative store formats. This approach has led to the creation of unique retail environments, such as the EE Studio in London and various Experience stores across Manchester, Cardiff, Kent, Derby, and Guildford. These spaces are designed to enhance the shopping experience through immersive technology zones and personalised customer service.

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EE’s new retail model was first introduced with the opening of the EE Studio store in Westfield London, White City, in June 2023. This flagship store, featuring a Digital Spa and a Gaming Zone, has already achieved a 250% increase in visitor numbers. Similarly, the Experience stores in Kent, Cardiff, and Manchester have seen a 35% rise in footfall, indicating strong customer approval for EE’s retail concept.

The latest EE Experience store in Gateshead’s Metrocentre is set to contribute to the mall’s continued success by offering a modern, immersive shopping experience. Designed with dedicated zones for gaming, technology exploration, and a connected home area, the store aims to showcase the future of connected living.


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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, said: “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”.

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