
- EE is opening a new Experience store in Dudley’s Merry Hill shopping centre, the second of the cutting-edge experiential stores to open in the West Midlands in the past year
- Opening at 10am today, Thursday 14th August, the new space gives the local community the opportunity to test out the latest devices, games and connected tech in a state-of-the-art space
- Families visiting the store this weekend can also take advantage of EE’s new online safety appointments, powered by Internet Matters, to help parents and children set out the ground rules of smartphone use ahead of the new school year
- Merry Hill is the third Experience store launch of 2025 and the forty-seventh since EE launched its new experiential retail concept in June 2023. It forms part of a £3 million investment by EE into the British high street over the next 12 months*, which has also seen stores launch in Nottingham in May and Sheffield earlier this month
EE is opening a new Experience store in Dudley’s Merry Hill shopping centre today (Thursday 14th August), the second of the cutting-edge experiential stores to open in the West Midlands in the past year. The new space, which opens at 10am today, will give the local community a place to test out the latest devices, games and connected tech in a state-of-the-art space.
Merry Hill is EE’s third Experience store launch of 2025, following openings in Nottingham in May and Sheffield earlier this month. All three are part of EE’s £3 million investment into bricks and mortar retail this year* as it continues to bring experiential retail to the British high street.
The new store has been designed to help customers get hands-on with the best smart tech, while also providing expert support from EE’s in-store Guides for those who would like additional help with their devices. It features Experience Zones themed around four key areas – Game, Work, Learn, and Home – along with a Tech Home area showcasing the future of connected living.
Experience Zones include:
- Welcome Zone: A visually dynamic shopfront that offers a glimpse of the latest tech, product launches, and in-store offers.
- Gaming Zone: A dedicated area for gamers to test the newest consoles and games, with expert guidance from EE Guides.
- Basecamp: A community hub where visitors can seek advice, browse tech solutions, or relax with a complimentary cup of coffee.
- Tech Live: A hands-on zone for testing the latest devices and receiving personalised recommendations.
The Tech Home area allows customers to visualise their ideal connected home setup with smart TVs, lighting and EE’s fast broadband, complemented by expert advice from EE’s Guides who have been specially trained on the best tech and broadband solutions.
As summer holidays draw to a close, families visiting the Merry Hill store from this weekend will also be able to book a 30-minute session with an EE Guide to receive personalised support and practical guidance on online safety. Developed in partnership with Internet Matters, the new service, which launches this week, will also help with the set-up of a young person’s first device, whether it’s new or a hand-me-down.
The sessions are open to all, regardless of their network or broadband provider, and can be booked by heading to https://ee.co.uk/store-finder.
Asif Aziz, Retail Director at EE commented: “Our mission for our Experience stores is to create immersive and welcoming spaces where shoppers can explore, play and feel connected with technology, all with the expert support of our EE Guides.
As the new school year approaches, we know millions of families across the UK will be having conversations around device use, which is why we are also rolling out in-store online safety appointments across over 400 stores throughout the country, including Merry Hill.
I would encourage anyone, whether they’re looking for help managing their child’s device use, or keen to make the most of their own connected tech, to drop by and speak to our excellent team.”
Jonathan Poole, Centre Manager at The Merry Hill Centre added: “We’re thrilled to welcome EE’s innovative new Experience store to Merry Hill – a next-generation concept that adds something genuinely new for our visitors. From its hands-on Gaming Zone to its vibrant community hub, the store offers experiences that go well beyond traditional retail, giving people more reasons to spend time here and engage with the latest technology in an interactive way.
The opening comes as we continue to evolve the centre to meet changing customer expectations. People want destinations that combine great shopping with opportunities to play and connect. This dynamic addition strengthens Merry Hill’s position as the West Midlands’ go-to place for immersive, experience-led shopping and entertainment, and we can’t wait to see how our community embraces it.”
The store opens in Dudley’s Merry Hill shopping centre today at 10am on Thursday 14th August, with a live set from DJ and EE Guide, Gaurav Kapur.
*EE is investing over £3 million to open Experience and Experience Local stores across the UK from May 2025 – March 2026.
**The new Merry Hill Experience Store can be found at Unit 46, The Merry Hill Centre, Brierley Hill, DY5 1QX.