EE brings experiential store format to London’s Oxford Street

• The EE store on London’s Oxford Street brings the latest in connected technology from the UK network to one of the nation’s busiest retail destinations
• Love Island star and footballer Luke Trotman cut the ribbon and welcomed the store’s first guests at 10 am today (Thursday 5^th March)
• The Experience Local store is part of EE’s £3 million investment into bricks and mortar retail over the last 10 months  

EE is bringing its experiential format to London’s Oxford Street, one of the UK’s busiest retail destinations. The store, which opened today at 10am (Thursday 5th March), saw a guest appearance from former Love Island star and footballer Luke Trotman, who cut the ribbon and welcomed the first visitors through the doors.

The Oxford Street Experience Local store is the third experiential store launched by EE in the capital, alongside the flagship EE Studio in Westfield, White City and EE Experience Store in Westfield, Stratford.

The launch is part of EE’s £3 million investment into bricks and mortar retail over the last 10 months as it continues to roll out the experiential format across the UK. The Oxford Street store has been designed to help customers get hands-on with the latest smart tech, while also providing expert support from EE’s in-store Guides for those looking for help with their devices.

It is also one of over 300 stores nationwide where families can book 30-minute online safety appointments with expertly trained EE Guides. The sessions, supported by content developed in partnership with Internet Matters, offer personalised help with managing the use of connected devices in the family, as well as practical guidance on topics like setting up a young person’s first device, whether it’s new or hand-me-down. The sessions are open to all, regardless of their network, and can be booked by heading to the EE Store.

Asif Aziz, Retail Director at EE, commented: “We are so proud to bring our experiential format to one of the busiest retail destinations in the UK. The role of high streets is changing, and we know shoppers want more than just a transaction; they want experiences and personal connection. We designed our Oxford Street Experience Local store to be a space where shoppers can get hands-on with the latest launches and discover how technology can enhance their every day, with the expert support of our fantastic EE Guides on the UK’s best network.”