New EE store at the Bullring in Birmingham opened by former England striker

Former England International Emile Heskey, who called Birmingham home during a five-year spell with Birmingham City and Aston Villa, cut the ribbon and welcomed visitors to the exciting new space earlier this week.

The store has been designed to help the local community explore the latest in connected technology and forms part of EE's investment of more than £6 million* in brick-and-mortar retail this year.

According to research commissioned by EE earlier this year, Birmingham residents are at the forefront of adopting smart technology, with almost half (49%) using smart home devices every day.

Furthermore, over two-thirds (69%) rely on their smartphones before making in-store purchases, emphasising the UK’s second largest city’s position as a key hub for tech enthusiasts and savvy shoppers.

The experience zones will 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 security systems, complemented by EE’s fast broadband solutions and expert advice.

Former England forward Heskey, said: “It’s fantastic to open EE’s new Experience store in Birmingham, a city that’s very close to my heart. I used to love shopping in the Bullring during my years at Birmingham City and Aston Villa and it’s great to see the centre continue to reinvent itself.

“The EE Experience store is brilliant, and I can’t wait to see the excitement as people explore all the store has to offer."