Carphone Warehouse has signed a deal with Samsung which grants it ‘preferred partner’ status and allows it to operate over 60 stand-alone Samsung stores across Europe. The move, which will increase Samsung’s retail presence in Europe, is seen as a response to Apple’s popular Apple Stores. Apple’s retail presence has often been defined by its striking designs and modern style. Since Samsung will be encroaching on Apple’s turf, the Korean electronics giant says it stores “will have a premium look and feel.”
The new stores, which will sell Samsung mobile phone, tablets, laptops and wearables, will open over the next three months in seven European countries: UK, Ireland, Germany, Spain, Portugal, Sweden and the Netherlands.
“We are delighted to have been chosen as Samsung’s preferred European partner for their store roll-out,” said Andrew Harrison, Chief Executive Officer of Carphone Warehouse. “Our Connected World Services business will combine Carphone Warehouse’s retailing expertise and systems with one of the world’s biggest brands and will help us make even more lives better through connected technology.”
It looks like these first 60 stores could be just the beginning. According to Carphone Warehouse there is potential to expand the relationship with Carphone Warehouse set to operate the majority of dedicated Samsung stores in Europe.
The move is a sensible one for Samsung. Carphone Warehouse has a strong retail presence in Europe and operates some 2,000 stores, mainly under the Carphone Warehouse and Phone House brands. By picking Carphone Warehouse then Samsung doesn’t have to worry about all the pains of setting up a retail network. Carphone Warehouse have the expertise and the existing infrastructure to open full working stores in a relatively short time frame.
Since Carphone Warehouse plans to have the stores open in just three months time it is likely that a vast majority of the new outlets will be existing Carphone Warehouse locations that will be converted to dedicated Samsung stores. Presumably the staff will get extra training during the refits to turn them into “Samsung geniuses.”
What do you think? Will you be more likely to buy Samsung devices if there is a dedicated store where you can peruse all its latest tech?