P4U and DSGi in retail partnership

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Phones 4U to have presence in at least a further 50 DSGi stores throughout 2010 following trial, with further roll-out planned for 2011

Phones 4U has entered into a partnership with DSG international (DSGi) that sees the mobile retailer have branded areas at all Currys Megastores and a number of DSGi’s combined 2-in-1 stores.

Following trials in Megastores in Birmingham (Junction 9), Thurrock, Hedge End, Merry Hill and Stevenage over the past year, the ‘Phones 4U at Currys’ store-in-store project will be integrated into at least 50 existing and new Megastores and combined 2-in-1 stores in the coming months.

‘Phones 4U at Currys’ will be staffed by trained Phones 4U staff. The companies said the partnership will also create a significant number of employment opportunities at ‘Phones 4U at Currys’ and DSGi will continue to offer its mobile broadband options to customers separately.

DSGi chief executive John Browett said: “The ‘Phones 4U at Currys’ trial stores have received overwhelmingly positive feedback from our customers. Our new format stores offer an unbeatable combination of value, choice and service, and the introduction of Phones 4U branded areas at our stores represents an exciting new benefit for our customers.”

Phones 4U chief executive Tim Whiting said: “I’m delighted to be working alongside John and DSGi on such an exciting partnership, which fits perfectly into our strategy to broaden Phones 4U’s customer base and increase our market share as we move further into 2010.”

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