EE has opened a new experience store at Merry Hill shopping centre in Dudley, marking its second experience store launch in the West Midlands over the past year as part of a £3 million investment in physical retail.

The telco said the new store will give the local community a space to try the latest devices, games and connected technology. Customers can also access support from in-store guides.

The store includes experience zones focused on work, learning, and home, as well as an area that showcases connected living. There is a community hub where shoppers can seek advice or browse technology solutions, and a gaming zone where visitors can test new consoles and games.

Visitors to Merry Hill can book a 30-minute session with an EE guide for support and guidance on online safety. Developed with Internet Matters, the new service also assists with setting up a young person’s first device.

Merry Hill is EE’s third experience store launch of 2025, following new stores in Nottingham in May and Sheffield earlier in the month. All three stores are part of EE’s £3 million investment in brick-and-mortar retail this year.

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.

"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.”

EE has recently expanded its 5G standalone network to 16 new locations, including Dudley, Nottingham, and Coventry, bringing advanced mobile connectivity to over 30 major towns and cities across the UK. The network upgrade aims to deliver at least 95 per cent outdoor coverage in each area, improving the quality of video calls, streaming, online gaming, and voice calls, even in busy environments.

EE’s 5G standalone network supports the latest AI applications and is available on a range of new smartphones and devices. The company has also launched initiatives such as the P.H.O.N.E. Contract to help parents and children set smartphone boundaries, and continues to invest in home broadband with Wi-Fi 7 enabled products for faster and more reliable connections.

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