Mobile phone retailer Fonehouse is ramping up the roll-out of its new store format as it plans to triple its store count by early next year.

The retailer has also revealed it expects to clock up £30m in revenue this financial year, compared with £20m in the year to March 31, 2010.

The 50-store retailer is targeting between 100 and 150 new stores by early next year and expects 125 to be franchises. Of its current stores, 45 are franchises.

In January, as part of the Mary Portas: Secret Shopper TV show on Channel 4, Fonehouse’s store in London’s Angel was refitted to include light-coloured wooden benches and exposed brick walls to make it feel more homely.

A new categorising system was implemented that groups mobiles by who they are designed for to simplify the buying process. Sales in the store have doubled since the refit.

It expects to refit its 50 stores within 18 months. All new stores will open in the new format.

“The new interior is friendly and relaxed, encouraging customers to dwell like they would in a house,” said Fonehouse managing director Clive Bayley. “People who know what they want buy on the web. We’re targeting the unsure customer and helping them,” he added.

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