Comet is to trial Game concessions in its stores as part of its attempts to give its stores a younger, more modern feel.

The games market leader will open in Comet’s Croydon store later this month as part of a trial that will involve a further five stores in as yet undisclosed locations. All will open in time for the crucial Christmas trading period.

The concessions will cover 1,000 sq ft to 1,500 sq ft, and will be replicas of a typical Game high street store, staffed by Game employees.

Comet said the move fits with its recent rebranding, revealed by Retail Week (September 10), which presents the electrcials retailer as a “younger and more modern” retailer. The rebranding features the tagline ‘Come and Play’.

Game said the move will enable it to attract new customers on retail parks. The vast majority of its stores are on the high street. Game had 19 concessions in Borders stores, mainly on retail parks, but all were shut when Borders closed down at the end of 2009.

“Game concessions worked really well with Borders,” a Game spokesman said. “They got us out of town, into retail parks. It’s a way of filling in the gaps.”

“This is very much a trial for us and for Comet,” he added. “We’re keen to crack on and see what happens over Christmas. Comet’s a good fit, with its customers who are looking for electricals and entertainment products.”

Comet managing director Hugh Harvey said: “As two leading retailers in our respective fields, we will combine to offer a market leading proposition to our customers.”

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