Everything Everywhere, the business formed by the merger of Orange and T-Mobile, will open 30 new UK stores under its own name this year following the successful trial of the concept.

The trial showed that footfall was up 25% compared to other communications retail stores.The mobile phone retailer has opened five stores under the Everything Everywhere fascia, which offers both Orange and T Mobile products, since February.

Results from the store trials showed that customers were 60% more likely to recommend Orange and T-Mobile products and services due to the focus on service experience and the amount of time spent with customers.

Everything Everywhere stores put the focus on service rather than just sales and has features including phone-charging – even for shoppers who are not Orange or T-Mobile customers – app download facilities and free wi-fi in-store as well as showcasing the company’s own products.

Everything Everywhere chief executive Tom Alexander said:  “The trial results have already shown us that we’ve tapped into an incredibly successful and highly engaging customer experience formula within the Everything Everywhere format, and that our two brands Orange and T-Mobile, as well as our customers, are benefiting.”

The mobile phone retailer said it will continue trialling other retail formats which include dual-branded stores and Orange and T-Mobile concession stores.