EXCLUSIVE: LG opens 13th shop-in-shop

Electrical retailer Martin Dawes in Warrington has become home to LG’s 13th shop-in-shop.

Opening tomorrow (October 3), it is the second joint LG Home Appliance and Home Entertainment shop-in-shop in the UK and the first to open this year.

It joins LG’s existing UK portfolio of shop-in-shop stores, which includes Carters Domestic Appliances in Brighton, Vaughans in Cardiff and Haverfordwest, Purewell Electrical in Christchurch, HBH Woolacotts in St Austell, Marks Electrical in Leicester, Avensys in Gatwick, Horders in Bristol, Stellisons in Ipswich and Chelmsford, Gillman’s in Gloucester and Built-in Kitchen Appliances in Liverpool.

The shop-in-shop at Martin Dawes will also be the first to feature an interactive audio wall, which will help the retailer best demonstrate LG Music Flow’s features and a range of OLED 4K TVs.

The store will also include the latest premium home appliances, including refrigerators, washing machines, dryers and dishwashers.

“Opening the 13th LG shop-in-shop in the UK demonstrates our continued ambition to support the independent retail sector and showcase our products in a way that truly highlights their unique functionalities,” said LG UK commercial director of consumer electronics, Andy Mackay.

“With LG Home Entertainment and LG Home Appliance ranges side by side, Martin Dawes will be able to provide its customers with live demonstrations that illustrate the values and benefits of the products, giving them a feel for what it is like to use our TVs or washing machines in their own home.”

Martin Dawes managing director Steve Jepson added: “At Martin Dawes, we want to deliver the best in-store customer experience and believe that strong brand zones are one of the best ways to do so. Our customers relish any opportunity to be shown fully working products, so they can be confident that the item they take home will fit in, both with their lifestyle and space. I’m really impressed with the LG ‘shop-in-shop’ layout, which allows for an exceptional demonstration of the LG products and an overall great customer experience.”