EE is set to open over 10 of its Experience concept stores across the UK this year.

The move continues from the telecom giant’s £6 million investment in its store estate as it looks to strengthen its high street presence.

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The Experience stores format was first introduced last June at its Westfield White City location, when the mobile service provider unveiled dedicated experience zones in-store to highlight connectivity.

The store also consisted of a digital spa and gaming zone, which saw double the amount of footfall compared to its previous site in the shopping centre.

Meanwhile, the announcement comes as EE opened its latest concept store in the Metrocentre today.

EE Retail Director, Asif Aziz, 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.”

Aziz added: “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.”