T-Mobile and Orange have announced that they are testing six new retail stores that will be dual branded with both company identities.
The trial takes the form of a concession-within-store format, so for the three T-Mobile stores, there will be an Orange concession inside showcasing the best offers, plans and devices from Orange and likewise for the Orange store hosting the T-Mobile concession. Both brands will be firmly displayed in the window but with the host brand taking the overall lead.
In addition, Everything Everywhere is also opening up three Orange franchises in time for Christmas trading following the successful Orange franchise pilot in Bridlington ran by Shebang. The new Orange franchises will be run by local entrepreneurs who have successfully run franchises in the past. The three new Orange franchises form part of an ongoing franchise trial for the Orange footprint which is looking to extend the reach of the Orange brand into places where it has little presence. More franchises are expected to open in 2011.