EE, once primarily known as the UK’s leading mobile network provider, is undergoing a transformation — one that’s reshaping how consumers view the brand. No longer just the place to pick up your next phone contract, EE Store has evolved into a full-scale tech retailer, offering everything from smartphones and laptops to smart TVs, gaming consoles, and even home appliances.
This strategic expansion reflects the changing landscape of consumer technology and positions EE as a true one-stop-shop for modern digital living.
A Legacy of Connectivity
Since its inception, EE has built its reputation on providing fast, reliable mobile and broadband connectivity. As part of the BT Group, it played a pivotal role in launching 4G and 5G services across the UK. But EE isn’t content with being just a network — the brand is now shifting focus toward enriching digital lifestyles, not just enabling them.
The New Face of EE Store
The new EE Store — both online and in flagship locations — is designed to meet the tech needs of today’s digitally connected consumers. While mobile phones and data plans remain at its core, the product offering has expanded dramatically. Visitors will now find:
-
Gaming Consoles & Accessories: Including the latest PlayStation 5 bundles, Xbox consoles, and Nintendo Switch systems, along with controllers, headsets, and more.
-
Smart Home Devices: From thermostats and smart plugs to security cameras and voice assistants, EE is helping customers create seamless, connected homes.
-
Consumer Electronics: Laptops, tablets, wearables, TVs, and even smart appliances like fridges and kettles are now available — transforming EE into a true electronics retailer.
-
Exclusive Bundles & Deals: Customers can save more through unique product bundles, trade-in offers, and limited-time promotions on top tech brands.
Financing, Flexibility & Trade-In: Tech Made Accessible
What sets EE apart is its customer-first approach. Through 0% interest plans on purchases over £99, PayPal Credit options, and flexible monthly payment plans, EE makes premium tech more accessible to a wider audience.
In addition, its trade-in program encourages sustainability by allowing customers to exchange their old devices for credit toward new ones — an initiative that not only supports affordability but also eco-conscious choices.
Reinventing the In-Store Experience
EE’s retail locations have also been reimagined to reflect this shift. With interactive displays, live product demos, and dedicated zones for gaming, smart homes, and entertainment, visiting an EE store feels more like exploring a tech showroom than a traditional mobile shop.
Their new Birmingham Bullring flagship store, for instance, is a perfect example of this immersive experience — combining innovation, hands-on service, and product variety under one roof.
More Than a Network
This evolution speaks volumes about EE’s ambition: to be more than just a service provider. EE is now a tech destination — helping customers discover, experience, and buy the latest technology, with the same trusted service and reliability they’ve always delivered.
Final Thoughts
As digital lifestyles grow more complex, consumers are looking for brands that not only provide the connection — but the tools, devices, and experiences that come with it. EE’s transformation into a comprehensive tech retailer is a bold step in that direction.
So, whether you’re shopping for your next smartphone, upgrading your home entertainment system, or diving into smart living, the new EE Store is ready to power your world — one innovation at a time.
