Mobile phone provider EE has announced it will invest a total of £6m into its UK store estate over the next 12 months as part of its ongoing retail strategy.

Interior of EE Westfield store

EE said its new-format experiential store in Westfield London had seen a 250% increase in footfall

EE said it plans to open more than 10 of its new-format experiential stores between April 2024 and March 2025.

It said the investment marks its “ongoing commitment” to UK high streets and bricks-and-mortar retail.

The news comes as EE today opens its latest store in the Metrocentre shopping centre, Gateshead.

EE first unveiled its new retail strategy in June last year following the opening of its “future face of retail” flagship store in Westfield London, White City.

It said its new store in Westfield London, White City, has seen a 250% increase in footfall compared with its previous store in the shopping centre.

The new-format stores will all house a welcome zone, a gaming zone, a base camp and a technology corner to “bring to life” EE’s offering.

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.

“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.”

Sovereign Centros senior asset manager Ben Cox said: “EE’s new Experience store is a fantastic addition to the Metrocentre’s Platinum Mall, embedding itself next to key retailers within the scheme.

“It emphasises the importance of physical and experiential retail in elevating the shopping experience for visitors and following EE’s previous success at Metrocentre in Red Mall, we’re pleased to see further commitment by the brand in a new and enhanced space as the centre continues to evolve, following a strong 2023”.