updated 11:30 am EDT, Fri March 30, 2012
Samsung tries Phones4U to showcase phones, tablets
Although previously clued earlier in the week, the once-mysterious Phones4U and Samsung event on Friday was revealed to be a Samsung store-within-a-store at the phone retailer's location on Oxford Street in London. As caught in a quick tour by Engadget, the store has slight traces of an Apple retail store, including dedicated tables with fully working samples and staff trained to answer detailed questions.
No new surprises were in place for products in the store, which focuses mostly on high-end devices like the Galaxy Note, Galaxy S II, and Galaxy Tab 10.1.
It's unclear if the location, which is just a few minutes' walk away from Apple's Regent Street store, will be part of a wider Phones4U deployment, expand to other retailers, or lead to full stores in the West. As Samsung's first of the kind, it may be an experiment for both parties to see if a company outside of Apple can succeed with a boutique format rather than simply maximizing the number of sales points.