Phones 4U extends Currys trial


Phones 4U has confirmed it is to extend its store concession trial with Currys with the set up of a further concession in the new Currys Megastore in Thurrock from tomorrow.

At nearly 70,000 square feet, the Megastore claims to be the UK’s biggest electrical store. The trial originally saw a Phones 4U area occupy the Currys Megastore in Wednesbury, Birmingham from August 1.

Phones 4U retail development director John Welsh said: “The trial has so far been well-received by customers, with Phones 4U’s market leading mobile offering complementing Currys’ extensive product range. As a result, the decision to extend the trial to another location has been agreed.

“Our continued partnership will see both Phones 4U and Currys working closely together to deliver a Phones 4U presence in a prime location within the Currys Megastore in Thurrock.”

The move comes as Phones 4U has begun collaborating with Nokia, Samsung and BlackBerry to create branded handset areas for each company to begin the rollout of ‘concept stores’ across its retail estate.

Phones 4U said it would develop customer focused concept stores that encourage hands on experience of devices.

Nokia UK retail manager Richard Pattinson said: “Nokia is proud to support Phones 4U’s extended trial within Currys Megastores. In the dedicated Nokia area, we’ll be showcasing our unlimited music download service, Comes With Music on the new Nokia X6 and Ovi Maps on the Nokia N97 Mini White, both of which are exclusive to Phones 4U.”

Samsung UK head of retail marketing Kate McCutchen said: “We work closely with all our retail partners to ensure that customers benefit from the best in-store experience and are pleased at the success of this initiative and the decision to extend the trial.”