EE has launched a new Experience store in Dudley’s Merry Hill shopping centre, becoming the second of the cutting-edge experiential stores to open in the West Midlands in the past year.
The new space, which opened at 10am yesterday, will give the local community a place to test out the latest devices, games and connected tech in a state-of-the-art space.
Merry Hill is EE’s third Experience store launch of 2025, following openings in Nottingham in May and Sheffield earlier this month. All three are part of EE’s £3M investment into brick-and-mortar retail this year as it continues to bring experiential retail to the British high street.
The new store has been designed to help customers get hands-on with the best smart tech, while also providing expert support from EE’s in-store Guides for those who would like additional help with their devices. It features Experience Zones themed around four key areas – Game, Work, Learn and Home – along with a Tech Home area showcasing the future of connected living.
Experience Zones include:
- Welcome Zone: A visually dynamic shopfront that offers a glimpse of the latest tech, product launches and in-store offers.
- Gaming Zone: A dedicated area for gamers to test the newest consoles and games, with expert guidance from EE Guides.
- Basecamp: A community hub where visitors can seek advice, browse tech solutions, or relax with a complimentary cup of coffee.
- Tech Live: A hands-on zone for testing the latest devices and receiving personalised recommendations.
The Tech Home area allows customers to visualise their ideal connected home setup with smart TVs, lighting and EE’s fast broadband, complemented by expert advice from EE’s Guides who have been specially trained on the best tech and broadband solutions.
As summer holidays draw to a close, families visiting the Merry Hill store from this weekend will also be able to book a 30-minute session with an EE Guide to receive personalised support and practical guidance on online safety. Developed in partnership with Internet Matters, the new service, which launches this week, will also help with the set-up of a young person’s first device, whether it’s new or a hand-me-down.
