EE Metrocentre opening spearheads £6m high street pledge

EE has opened its latest ‘Experience’ store at the Metrocentre in Gateshead, as the mobile network operator pledges to invest £6m into UK high streets over the next 12 months.

Located on Metrocentre’s Platinum Mall, the 3,700 sq ft store is the fourth of EE’s Experience concept and the first of over 10 new EE Experience and Experience Local stores set to open over the next year.

EE announced its new retail strategy in June 2023 with a focus on customer experience, community focus, and innovation. This has seen the launch of new store formats including a flagship ‘Studio’ store in Westfield London, Experience stores in Manchester, Cardiff, and Kent, and Experience Local stores in Derby and Guildford.

The Westfield London store has seen an increase in footfall of 250% compared to EE’s former branch at the centre, whilst the three Experience stores have all seen footfall grow by 35% compared to the previous stores in those locations.

Asif Aziz OBE, retail director at EE, said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming. We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year. Our ambition is to be the most personal, customer-focused brand in the UK, and our new Gateshead Experience store plays a key part in bringing this to life”. 

Ben Cox, senior asset manager at Sovereign Centros, said: “EE’s new Experience store is a fantastic addition to the Metrocentre’s Platinum Mall, embedding itself next to key retailers within the scheme. It emphasises the importance of physical and experiential retail in elevating the shopping experience for visitors and following EE’s previous success at Metrocentre in Red Mall, we’re pleased to see further commitment by the brand in a new and enhanced space as the centre continues to evolve, following a strong 2023”.