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Everything Everywhere rolls out retail stores

With the impending launch of EE’s 4G network later this week, the company is currently undertaking the mammoth task of rebranding every T-Mobile and Orange retail store in the UK – that’s 700 stores in total!

In advance of the big retail rebrand, ITProPortal was given a sneak preview of what customers will see when the doors open, post facelift. We were invited to a newly refurbished EE store on London’s Oxford Street – it was fully staffed, stocked and ready to go.

The new branding is a bit more subdued than the outgoing orange and pink liveries. Although the EE logo itself is bright yellow, the whole front fascia of the stores is a dull grey – yes the logo stands out, but something brighter than battleship grey would have had more impact on the high street.

EE has clearly put some thought into the store layout, separating it into specific zones. Smartphone handsets are clearly separated by operating system, so if you know that you want an Android phone, you can head straight there and see what your options are.

There’s a technical help area, which apes Apple’s Genius Bar, where customers can bring their handsets into the store and get technical advice. This could be help on how to setup email on your phone, or even first aid for a dead handset.

The store also had a rather plush demo area, where staff can show off the latest hardware and highlight key features – quite a difference to the usual dummy phone displays found in most retail stores.

From tomorrow every T-Mobile and Orange store will become an EE store, and if the number of consumers who tried to get into the demo store today is anything to go by, they’re going to be pretty busy.

Riyad has been entrenched in technology publishing for more years than he cares to remember, having staffed and edited some of the largest and most successful IT magazines in the UK. In 2003 he joined forces with Hugh Chappell to create They built TR into the UK’s market leading technology publication before selling the title to IPC Media / Time Warner in 2007. As Editorial Director at Net Communities, Riyad will be helping to develop the publishing portfolio, making IT Pro Portal the best publication it can be.