Asda will open another 22 phone shop concessions this year after a successful trial of two of them in its Manchester Eastlands and Sutton Coldfield superstores.

Two new mobile phone shops at Asda’s superstores in Milton Keynes and Watford will open this quarter with another 20 mobile stores planned later this year, according to Mobile Today. A further roll out is on the cards that will see phone shops in all of Asda’s 40 superstores. The openings will be tied into Asda’s wider superstore refit programme.

Asda opened its first two mobile stores in August, after trials of two Orange concessions at Manchester Eastlands and Milton Keynes collapsed. The superstore brought in distributor Shebang to staff and run the trial stores.

Shebang consumer solutions managing director Julian Burton told the magazine that the trial phone store-in-stores had exceeded Asda’s performance targets by 150%.