'Our mission is to create immersive and welcoming spaces' - Second EE experience store is launched in West Midlands
EE has opened a new experience store at Merry Hill shopping centre to give customers the chance to test out the latest devices, games and connected tech in a state-of-the-art space.
Launched today (Thursday August 14), it’s EE’s third experience store launch of 2025, following openings in Nottingham in May and Sheffield earlier this month.
All three stores are part of the mobile network business's £3million investment into brick-and-mortar retail this year.
The new outlet, located in unit 46 on the upper mall at Merry Hill, Dudley, 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 extra 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.
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 specially trained EE guides on the best tech and broadband solutions.
Asif Aziz, retail director at EE, 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.”
Jonathan Poole, centre manager at Merry Hill, said of the new store: "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.”
Families visiting the store from this weekend can book a 30-minute session to receive personalised support and practical guidance on online safety.
The new service, developed in partnership with Internet Matters, aims to help with the set-up of a young person’s first device, whether new or a hand-me-down.
The sessions are open to all, regardless of their network or broadband provider, and can be booked online at https://ee.co.uk/store-finder
