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Orange and T-Mobile parent brand to launch on the high street for first time on February 18 as the second stage in branding trial commences

Everything Everywhere is introducing its branding in the high street for the first time by opening five branded branded stores over the next month, offering what it calls a “21st century” retail customer experience.

Everything Everywhere, the parent company of T-Mobile and Orange in the UK, will open the five “trial” stores over the next month with the first opening in Altrincham (February 18) with Bishops Stortford, Eltham Lowerstoft and Evesham opening two weeks later.

Areas with both Orange and T-Mobile retail stores will merge into one, with one store closed down. Everything Everywhere confirmed there will be no staff redundancies and insists it still intends to increase its current 720 retail estate.

Features of each store will include live devices, the ability to download applications, mobile charging points for any customer, free WiFi, and a video screen which allows them to build their own package. Stores will also offer a repair services, transferring mobile data from one device to another and the ability to check their bill.

It marks the second stage of Everything Everywhere having recently trialled dual branded stores in Tooting, Palmers Green, Hertford, Bridgend, Weston Super Mare and Dorchester. At least two more will open shortly it said.

Stores will also be “transparent” and will not include posters or signage. Stock will also be housed behind glass panels in what it calls a “visual stockroom.”

Everything Everywhere vice president of retail Andrew Coull said: “Customers will have a much bigger range of products and services to choose from, but the branding is much less evident.

“We’re passionate about building stronger relationships with customers of both our brands, and this is the latest in a string of live retail trials that will help us deliver a unique retail experience for our customers, creating a fun, interactive environment. This is not all about acquisitions.”

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