Telecommunications firm EE has opened a new 'Experience' store in the West Midlands.
The company has launched the shop in the Merry Hill centre in Dudley, adding to its site in
The new space gives customers the opportunity to test out the latest devices, games and connected tech in store.
Merry Hill is the third Experience store launch of 2025, adding to sites in Nottingham and Sheffield, and the 47th since EE launched its new retail concept in 2023.
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It forms part of a £3 million investment by the tech and retailer firm into the high street over the next 12 months.
Retail director Asif Aziz said: "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 º£½ÇÊÓƵ 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."
Merry Hill centre manager Jonathan Poole 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.
"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."
