Everything Everywhere companies, Orange and T-Mobile, have announced the trial launch of six dual branded shops.
The branded store locations are open in Tooting, Palmers Green, Hertford, Bridgend, Weston super Mare and Dorchester this week.
The trial takes the form of a concession-within-store format, so for the three T-Mobile stores, there will be an Orange concession inside showcasing the best offers, plans and devices from Orange, and vice versa for the Orange stores hosting the T-Mobile concessions.
Both brands will be displayed in the window of each shop, with the host brand taking the overall lead.
In addition, Everything Everywhere is also opening up three Orange franchises in time for Christmas trading following the successful Orange franchise pilot in Bridlington, run by Shebang.
The new Orange franchises will open in Letchworth, Caerphilly and Leeds and will be run by local entrepreneurs who have successfully run franchises in the past. The three shops form part of an ongoing franchise trial for the Orange footprint that is looking to extend the reach of the Orange brand into places where it has little presence. More franchises are expected to open in 2011.
Andrew Coull, VP of retail at Everything Everywhere, said: “Our 720 strong retail footprint is at the heart beat of Everything Everywhere and we are really excited about our growth plans. Both the franchise and dual branded trials give us an amazing opportunity to extend our reach into new places, and importantly to give our customers even more choice in existing locations.”