The mobile phone retailer will open the first of the stores next month and will complete the project by April.
Director of consumer sales Tom Devine said the roll-out will create 200 jobs and drive customer service. He said: “400 stores gives us parity with the other major networks and Phones 4U.
“The market is very congested – obviously people are price-sensitive and what will make the difference is customer service.”
The retailer, which is targeting sites of between 800 and 1,200 sq ft, will open shops at Bristol’s Cabot Circus scheme, Westfield London and Liverpool One.
Devine said the market is “slightly down on expectations”, but that own store sales “continue to grow strongly”.
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