LONDON — Mobile operator EE has signed a deal with Sainsbury's to open 100 new "stores within stores" in supermarkets and Argos shops.
The deal is part of a rethink of EE's retail strategy that will make it more "flexible," according to the phone network's head of retail and e-commerce chief, Ettienne Brandt.
"Two years ago, 97% of our estate would be tied up with one lease or another," he told Business Insider. "We'll take that number down to 70% in the next two years."
The concessions in Sainsbury's and Argos will take EE's total number of retail locations to 700 and the expansion will create 400 new jobs.
"We've set ourselves an ambition of getting to 95% of the UK within a 20-minute drive," Brandt told BI.
As part of that ambition, EE is experimenting with new ways of selling phones, including pop-up shops, "cabins", and a van.