Everything Everywhere to double store numbers

Everything Everywhere, the telecoms brand formed when T-Mobile and Orange merged last year, is to open more than 100 stores under the parent brand, according to reports.

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Speaking to the Sunday Telegraph, chief executive designate Olaf Swantee, reasserted the company’s commitment to the Everything Everywhere brand. Swantee, vice president of Orange’s European business, was appointed as CEO earlier this month after Tom Alexander’s sudden resignation.

Swantee says: “The first 55 stores are going to be rolled out as soon as possible. And my expectation is that it will be more than 55. It will be significantly more than that.”

The roll out follows a trial of five stores and will be a combination of new locations and converted former T-Mobile and Orange sites.

Everything Everywhere has also trialled a number of co-branded T-Mobile and Orange stores.

Since formed last year, questions have been raised over the strength of the Everything Everywhere brand and the fate of both the Orange and T-Mobile brands in their own right.

Speaking to Marketing Week at Marketing Week Live! in June, Spencer McHugh Everything Everywhere’s brand marketing director, confirmed the company’s commitment to investing in brand marketing for Everything Everywhere, T-Mobile and Orange.

A spokesperson confirmed that 30 Everythign Everywhere stores would open by the end of 2011.

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