Phones 4u in store deal with Currys

MOBILE phone retailer Phones 4u has unveiled a deal with Currys owner DSG International to open branded outlets within at least 50 stores.

DSG will roll out "Phones 4u at Currys" in the coming months after completing trials in megastores at Birmingham, Thurrock, Hedge End, Merry Hill and Stevenage over the past year.

The store-in-store concept will launch in all Currys megastores and a number of PC World superstores and combined Currys and PC World outlets, with plans to expand the idea in other DSG stores and "varying formats".

The initiative comes as DSG faces increasing competition after US consumer electronics giant Best Buy made its debut in the UK earlier this year.

Best Buy teamed up with Carphone Warehouse for the joint venture and hopes to open a raft of megastores across Britain by next March.

DSG said the network of Phones 4u store-in-stores will be staffed by Phones 4u employees and added that an additional 200 to 250 staff were expected to be hired for the project.

Tim Whiting, chief executive at Phones 4u, said the partnership with DSG "fits perfectly into our strategy to broaden Phones 4u's customer base and increase our market share".

Phones 4u - part of the privately-owned 4u Group based in Staffordshire - already employs about 6,000 people and has more than 450 stores.