Europe UK : Mobile operator 3 has added 150 new locations to its portfolio this year, bringing its distinct brand of mobile phone and broadband retailing to 250 high streets and shopping centres across the UK. 

The recent rollout, 31 stores in one month, is the fastest in the history of UK telecoms – reinforcing 3 as the market’s challenger brand on the high street. 3’s 250th store opened at Royal Victoria Place in Tunbridge Wells.

Marc Allera, sales director at 3, said: ‘Reaching 250 standalone stores is an exciting step in the growth and development of the company. Our retail team has managed a lightning rollout across the UK, making 3 a major player on the high street for the first time. We wanted to ensure our stores offered both our customers and retail landlords a reason to choose 3. Our latest design stores add something new to the retail mix and our compelling mobile broadband and 3 Skypephone offers mean 3Stores offer consumers something fresh.’

3 has adopted a different approach to retail, aiming to differentiate its outlets from the traditional, generic mobile phone store.  The fresh look and feel to the most recent new stores is more engaging for customers and employees alike, with a bigger browsing space where customers can trial the latest technology and handsets to use applications such as Skype. There will also be live demonstrations of technologies such as mobile broadband, giving consumers a more interactive in-store experience.

Other elements of the new store designs are light Scandinavian timbers and graphics on the walls reinforcing the 3 brand to make a colourful, warm environment designed for both male and female audiences.

David Slade, Director of Leasing for Westfield Shoppingtowns Ltd, said:  ‘We are very pleased to have established a long term relationship with 3 and are delighted with the fresh look of its new stores. 3Stores make an attractive addition for customers visiting our centres and are a valuable part of our portfolio.

3 is continuing to add to its store portfolio. Of the 150 stores opened so far this year, 101 are the result of new openings and 49 the result of acquisitions.

3 is on target to hit 270 stores this year and will continue its rollout into 2008.