EE continues expansion with Merry Hill opening
EE has opened a new ‘Experience’ store at Merry Hill in Dudley, as the technology company looks to invest £3m into its store estate this year.
The new space is EE’s third Experience store to launch this year, following openings in Nottingham in May and Sheffield earlier this month.
EE’s Experience concept is designed to enable customers to get hands-on experience with new technology, and features four ‘Experience Zones’ with different themes.
These include a ‘Welcome Zone’, a shopfront that showcases new technology, product launches, and in-store offers; a ‘Gaming Zone’ with gaming consoles; ‘Basecamp’, a hub where visitors can seek advice and browse technology solutions; and ‘Tech Live’, a hands-on zone for testing devices and receiving personalised recommendations.
Jonathan Poole, centre manager at Merry Hill, said: “We’re thrilled to welcome EE’s innovative new Experience store to Merry Hill – a next-generation concept that adds something genuinely new for our visitors. From its hands-on Gaming Zone to its vibrant community hub, the store offers experiences that go well beyond traditional retail, giving people more reasons to spend time here and engage with the latest technology in an interactive way.
“The opening comes as we continue to evolve the centre to meet changing customer expectations. People want destinations that combine great shopping with opportunities to play and connect. This dynamic addition strengthens Merry Hill’s position as the West Midlands’ go-to place for immersive, experience-led shopping and entertainment, and we can’t wait to see how our community embraces it.”
FMX Urban Property Advisers acted for EE, Time Retail Partners acted for Merry Hill.