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Samsung store-in-a-store opens at Phones4U in known formula

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.

By Electronista Staff


  1. thinkman

    Fresh-Faced Recruit

    Joined: Jan 2005


    Still crooked after all these years

    Once again Samsung proves that it is strictly a monkey see, monkey do, intellectual property thief!

  1. Bobfozz

    Fresh-Faced Recruit

    Joined: Jul 2008


    Bad photo

    A headless customer. Fire extinguishers on the floor. Low ceilings. With MS doing this, now Samsung, and the big Box "Best Buy" losing their butt last quarter, I suspect there will be MORE boutiques in strategic cities, not fewer. Sort of an electronics row. Everyone from restaurants to clothing stores have done this. Don't be surprised to see more next to a Starbucks chain.

  1. Fonejacker

    Fresh-Faced Recruit

    Joined: Jan 2010


    The person on the left.....

    the person on the left has no head. Did Samsungs staff chop off his head, when he asked, why does this look like an iPhone?

  1. Herod

    Fresh-Faced Recruit

    Joined: Jun 2007


    the guy on the right

    bumped his head in the doorway on the way in.

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