O2 has today unveiled an all-new experimental store format in partnership with clothing, footwear and home retailer, NEXT plc. The pilot, known by O2 as Shop-in-Shop, will see four new O2 stores opened within NEXT plc stores across the country, with ambitions to roll out more widely in the coming months.

Designed with convenience in mind, Shop-in-Shop will be prominently positioned within each NEXT store, on either the ground or first floor, with a view to attracting maximum footfall as shoppers browse. O2 has worked closely with NEXT plc to select each space, demonstrating the strength of the partnership between the two businesses.

The trial will initially launch in four NEXT plc stores across the UK – Warrington Gemini, Southampton Hedge End, Swindon Orbital and Nottingham Giltbrook. The first stores, in Warrington and Southampton, will open on Friday 25^th October, with stores in Swindon and Nottingham to follow in November.

Shop-in-Shop signals O2’s commitment to driving innovation in retail by embracing flexible store formats. Each store will be approximately 650 sq. ft. in size, offering a range of products and services in line with those of traditional O2 stores.

Commenting on the trial, Gareth Turpin, Sales Director at O2, said: “We are delighted to be working with NEXT plc on the launch of our Shop-in-Shop trial. The current challenges facing the high street are never far from the headlines, but we are committed to driving innovation within our retail business by embracing flexibility.

“By working with NEXT plc – one of the nation’s most recognisable retailers – customers will be able to browse and purchase O2 products and services alongside NEXT plc’s range of clothing and homeware. This, we believe, will make the retail experience even more convenient for customers.

“We look forward to hearing their feedback on the trial and are excited to roll this out more widely in the coming months”.

O2 operates over 450 retail stores across the UK and is currently investing in enhancing its estate, deigned to give customers an even better retail experience.