Q&A: EE retail boss Asif Aziz on the brand’s new experience stores

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As EE delves further into retail by announcing a £6m investment into its store estate over the next 12 months, retail director Asif Aziz speaks to Retail Week about how important it is to be a consumer-focused brand, and what its “experience stores” have to offer shoppers.

First opening its flagship studio store format in Westfield White City in June last year, EE has since launched similar experience stores in Manchester, Kent and Cardiff, and most recently, Gateshead. Aziz believes this growing trend  is in line with changing customer demands.


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