Phones4U is to open a trial concessionary mobile phone area in the Birmingham Currys megastore, ahead of a possible wider rollout.
Phones4U's retail development director John Welsh is spearheading the operation in Curry's Birmingham Megastore, according to Mobile.
Branded Phones4U at Currys, it will be manned by the phone retailer's own staff and offer contracts, pre-pay, sim-only and sim-free handsets.
Welsh worked in The Link's management team before DSGI sold the division to O2.
"The Currys brand is a great fit with our own and a natural choice to explore this new retail model," he told the magazine.