Monzo eyes MVNO move into mobile
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News - Staff Reporter
August 18, 2025
EE has opened its 47th Experience store in Dudley’s Merry Hill shopping centre, its third UK launch of this retail format so far this year.
The store is part of a £3 million investment in physical retail over the next year, following openings in Nottingham in May and Sheffield earlier this month. It is the second such store in the West Midlands in the past year.The opening continues EE’s shift towards “experiential” retail, which it began in June 2023. Merry Hill is the company’s 47th store under this concept.
Like other Experience stores, the Merry Hill branch will feature demonstration zones for gaming, home technology, and mobile devices, alongside an area for customer support.
EE is also rolling out a new online safety appointment service, developed with Internet Matters, across more than 400 stores nationwide. The 30-minute sessions are aimed at families setting up smartphones for children ahead of the new school year and are open to all, regardless of network provider (see that story HERE)
