After the UK merge last year, Swedish Phone House stores now become Elgiganten’s city-concept.
One hundred stores will be rebuilt – starting with three Stockholm pilots.
Elkjøp in Norway has previously offered Elkjøp Express. After the merger between Dixons Retail and Carphone Warehouse last summer opened a unique opportunity to get a similar concept in Sweden.
While Elgiganten for the most part is located in retail parks, the Swedish branch of Carphone Warehouse, The Phone House, is found in malls and city locations.
Phone House’s former mobile-focused product range will now be widened to include tablets, desktops and sound products and an expanded range of services, including storage services and assistance with data transfer when the customer switch mobile phone, writes market.se.
Three former Phone House stores in Sweden now runs as pilots: in Solna, Skärholmen center and Liljeholmstorget mall.
At the same time the concept is tested as shop in shops in Elgiganten malls in Nordstan in Gothenburg, Kungens Kurva and at Kungsholmen in Stockholm. This is also how Carphone Warehouse has been implemented in the UK where the mobile section was a missing part at Curry’s.
“This is exactly the leg we’ve missed, says Niclas Eriksson to market.se.
The new name is said to be Elgiganten Phone House.