Electricals retailer Dixons has forged a partnership with Phones 4U to open mobile phone areas in at least 50 stores this year following the success of a pilot venture in Currys shops.

More openings will follow in 2011. Phones 4U shop-in-shops will be installed in all of DixonsCurrys megastores, as well as two-in-one stores with PC World and Currys and PC World superstores.

Dixons chief executive John Browett said: “The Phones 4U at Currys trial stores have received overwhelmingly positive feedback from our customers. The introduction of Phones 4U branded areas represents an exciting benefit for customers.”

Phones 4U chief executive Tim Whiting said the partnership “fits perfectly into our strategy to broaden Phones 4U’s customer base and increase our market share”.

The shop-in-shops areas will be staffed by Phones 4U and offer mobile deals across all networks and handset brands, as well as contract, prepay and other products.

Phones 4U areas were tested in five Currys megastores.