Phones 4u and DSG International Announce Retail Partnership

LONDON, July 28 /PRNewswire/ -- Leading high street mobile retailer Phones 4u today announced a partnership with electrical retail experts and UK market leaders DSG international plc ('DSGi'). The partnership will see the arrival of Phones 4u branded areas at all Currys Megastores and a number of DSGi's combined 2-in-1 stores across the UK.

Following extensive trials in Megastores in Birmingham (Junction 9), Thurrock, Hedge End, Merry Hill and Stevenage over the past year, the 'Phones 4u at Currys' store-in-store project will be integrated into at least 50 existing and new Megastores and combined 2-in-1 stores in the coming months. Phones 4u and DSGi also plan to feature the concept in a number of other stores, of varying formats throughout 2010.

Phones 4u at Currys' will be staffed by extensively trained and passionate Phones 4u staff committed to delivering excellent value, choice and customer service. They will offer mobile expertise and core mobile solutions across all networks and handset brands, as well as contract, prepay, SIM only and SIM free propositions. The partnership will also create a significant number of employment opportunities at Phones 4u at Currys' across the country. DSGi will continue to offer its market-leading mobile broadband options to customers separately.

"The Phones 4u at Currys' trial stores have received overwhelmingly positive feedback from our customers. Our new format stores offer an unbeatable combination of value, choice and service, and the introduction of Phones 4u branded areas at our stores represents an exciting new benefit for customers," said John Browett, Chief Executive for DSGi.

"I'm delighted to be working alongside John and DSGi on such an exciting partnership, which fits perfectly into our strategy to broaden Phones 4u's customer base and increase our market share as we move further into 2010.

"We're continuously looking for innovative ways to bring customers an excellent in store experience and even more great products," said Tim Whiting, Chief Executive at Phones 4u. "Currys is the UK's leading specialist electrical retailer, and as a leading mobile retailer, I know that our combined reputation, expertise and complimentary approach to customer service, choice and value will make this partnership an unrivalled success."

About Currys:

Currys is the UK's biggest electrical retailer with a network of over 500 stores nationwide, including out of town stores, high street Currys.digital stores and a Currys Megastore in the Midlands. It also stocks a wide range of games for the Nintendo Wii Console, televisions and fridge freezers.

SOURCE DSGi plc