Virgin Media (VM) has announced a partnership with Phones 4u, which will see VM take over shop space in six selected stores for six months. Each of the stores, in the North West of England, have been refurbished with Virgin Media branding to showcase its range of products – including digital TV, video-on-demand, broadband, home phone and mobile.

The Phones 4u stores will appear to be spilt in half to shoppers and will also include a Virgin Media logo on the store's outer fascia. Phones 4u staff have been trained on Virgin Media's products and bundles, and each store will include its own Virgin Media ‘Guru', who will be on hand to answer any questions about the products and pricing.

If successful, the trial could be extended further into Phones 4u's nationwide estate.