Currys and PC World to get Phones 4U Shop-in-Shops
Reports are saying that Currys and PC World owner DSG International have made a deal with Phones 4U to open shop-in-shops in at least 50 stores. The roll out of Phones 4U will begin for Currys in the coming months. This comes after its megastores in Stevenage, Merry Hill, Hedge End, Thurrock and Birmingham had successful trials in the last year.
The store-in-stores will also be introduced at many PC World superstores, as well as combined Currys and PC World locations. There are even plans for the idea to expand to other DSG International shops.
Phones 4U is part of 4U Group, a privately-owned company based in Straffordshire. It already employs about 6,000 people has over 450 shops. DSG International says that the Phones 4U network of store-in-stores will be worked by Phones 4U employees, adding that they expect to hire another 200 to 250 workers for the project as well.
DSG international chief executive John Browett says that the Phones 4U trial at Currys stores has received a lot of positive feedback from customers. The new format of shops offer unbeatable service, choice and value, he continues, and this deal represents an exciting new benefit.
Phones 4U chief executive Tim Whiting says that the partnership is a perfect fit for their strategy to expand their customer base, as well as increase their share of the market. They continuously seek innovative ways to bring even more products and excellent in-store experiences to customers, he continued.
The initiative comes as DSG International faces more competition from Best Buy, the US consumer electronics giant, which debuted in the UK earlier this year. The US company teamed up with Carphone Warehouse and hopes to open a number of megastores throughout the country by next March.