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Retailers
June 19, 2025
EE is opening its first East Midlands Experience store tomorrow (Thursday) in Nottingham’s Victoria Centre.
This new store is EE’s first opening of 2025 and is part of a £3 million investment this year in brick-and-mortar concept stores. The initiative supports EE’s mission to bring experiential retail to the British high street.
According to EE research, Nottingham residents rank among the UK’s biggest tech enthusiasts, with the highest proportion of smartphone and smartwatch ownership of any urban population in the country.
The Experience store includes dedicated zones themed around four key areas – Game, Work, Learn, and Home – as well as a Tech Home area that showcases the future of connected living.
The EE Experience store concept was launched to transform the traditional mobile phone shop into an interactive, community-focused space. These stores are designed to showcase the latest connected technologies and offer customers hands-on experiences.
EE has already opened Experience stores in cities including Cardiff, Manchester, Gateshead, and London. Its flagship EE Studio store is located in Westfield London, White City. These locations have reported increased customer footfall compared to traditional EE stores.