Vodafone opens first concession store in John Lewis


Outlet in Greater Manchester offers more than 25 handsets and enables customers to sign up to contracts with the mobile operator 

Vodafone has opened its first shop in partnership with John Lewis at the department store’s outlet in Cheadle, Greater Manchester.

The shop, which is staffed by employees from both companies, is located within John Lewis Cheadle’s ‘Technology Zone’ and offers a range of over 25 handsets, such as the Apple iPhone 6 and Samsung Galaxy edge.

Customers can sign up to a contract with Vodafone in-store, with each deal including two years’ worth of free accidental damage cover as well as the mobile operator’s Data Test Drive, which offers unlimited data for the first three months of the contract term.

A second Vodafone shop will open at the department store’s flagship outlet on Oxford Street, London.

The opening in Cheadle comes after John Lewis began selling SIM-free handsets on its website in June as part of a major assault on the market. It has struck distribution deals with Ingram Micro Mobility, Exertis and Tech Data Mobile.

John Lewis buyer for mobile and connected services Suddy Bhardwaj said: “We’ve got a very strong technology business and being able to offer customers mobile phones is an important part of our connected home strategy. We know from our website traffic and searches that customers are actively looking for mobiles from us.

“At the moment there are thousands of potential combinations of mobile handsets and tariffs on the market, which can be really daunting for customers and this is why we’re determined to bring John Lewis levels of excellence, simplicity and value to the mobile market. Our buyers have done all the homework to make it easier for customers to find a deal that’s right for them.”