UK consumers will soon have another 95 outlets from which to buy 3  handsets after the mobile network acquired that number of prime-location retail stores in shopping centres and high street locations across the UK from the Link and O2. The terms of the acquisition have not been disclosed.
3, which currently has over thirty 3Stores in the UK, is acquiring 73 Link stores and 22 O2 stores. This acquisition continues 3s strategy to build a nationwide retail presence and will create a retail footprint of over 150 stand-alone stores and 133 Superdrug and Selfridges concessions by the end of 2006.
The acquisition gives 3 access to prime high street and shopping centre locations that it says could take years to become available on the open market under normal circumstances. 3 expects over 90 of the new stores to be selling its products and services by the end of 2006. Stores will be re-branded, refurbished and converted to 3Stores.
All permanent employees at the 73 Link stores being acquired will transfer to 3 as part of the acquisition. As a result, more than 200 new jobs will be created within the 3 retail network. All O2 store staff will continue to work for O2.
As well as providing a fast route to market, 3 says the expansion of its retail presence will give it greater control over the entire customer experience. The new stores are expected to play an important part in looking after the existing 3.75m customers on the 3 network.
3s experience of retailing mobile media services shows that customers of its own stores are more likely to use the entertainment services available on 3 phones. Each of the new stores will feature dedicated entertainment displays to encourage customers to try mobile media services, including mobile games, mobile TV and mobile music.
Were delighted to acquire this retail portfolio and were confident we can turn these sites into 3Stores in a matter of weeks says 3 UK Sales Director, Marc Allera. This strengthens our direct sales channel, giving the 3 brand a major presence on high streets across the country and helping us to further develop our relationship with our existing customers. Also most of these stores will be open in time for the busy Christmas period.