Everything Everywhere, the group created from the merger Orange and T-Mobile, plans to open five pilot stores to see how customers react to the rebranding.
Orange and T-Mobile already have 720 combined retail outlets across the UK, but the company wants to see how customers are reacting to the new branding.
The joint venture had been criticised for not using the already established T-Mobile and Orange names when it first announced the Everything Everywhere brand.
The first of the planned pilot stores will be opened next Friday in Altrincham, followed by four more stores in Lowestoft, Evesham, Bishops Stortford and Eltham.
According to the company, the new stores will sell mobile devices from both Orange and T-
Mobile, along with tablet PCs and mobile phone accessories.
The stores will offer an interactive video screen that will manage new contracts and consumer account information while the staff will be focused on educating visiting customers about technology, the company explained.