Mobile phone specialist Phones 4U has bought online retailer Dial-a-Phone for £9 million.

Dial-a-Phone, which sells mobile phones directly to customers online and via a telesales operation, employs about 300 staff in north London and at its distribution centre in Northampton.

Phones 4U group chief executive Tim Whiting said: “Combining the Dial-a-Phone business with the Phones 4U direct operation will significantly increase our share of the direct mobile phone market. We believe it will play a significant part in the continued expansion of our mobile phone distribution business.”

Third-party mobile phone retailers, such as Phones 4U and Carphone Warehouse, are increasingly targeting new channels to boost revenues as operators, such as O2 and 3, refocus on bolstering their own sales channels rather than spending on dealer commission.

Following a consultation period, the acquisition is expected to be completed on February 29.

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