Revamped retail strategy sees EE open its 50th and 51st Experience physical stores in Watford and Aberdeen
EE ended last week with the launch of its 50th and 51st Experience stores with Watford and Aberdeen going live, the latter being the third to open in Scotland in the last month.
In a LinkedIn post, Asif Aziz, Retail Director at EE/BT Group, said: "Since we launched our revamped retail strategy just over two years ago, our mission has been to reinvigorate bricks and mortar retail, bringing new and exciting experiences to the UK high street. With each new store, we have created tech hubs for local communities across the country to explore, play and connect with technology, all while receiving expert guidance from our excellent EE Guides."
He added: "As we reach this exciting milestone, I’d like to acknowledge all the hard work of our teams who have made this happen across EE and BT Group, as well as say a big thanks to all our customers who have supported us. Here’s to the next 50!"
2025 RTIH INNOVATION AWARDS
Physical stores were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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