The shop will sell SIM-free products, which the company plans to deliver direct to customers. The site will regularly feature exclusive phone designs and be used to promote new games, music and movies for mobiles.
Nokia said the venture targets consumers who may want to upgrade to the latest model or buy a phone for a special occasion or as a gift.
Nokia UK managing director Mats Wolontis said: 'There is clearly a growing market out there for SIM-free products, especially as our customers now have more than one handset. Additionally, there are a core group of Nokia users who are always looking for the latest must-have phone.'
The site is the first of its kind globally, with further sites planned for selected countries in Europe during the second half of the year.
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