Last checked at 
LONDON (Alliance News) - Department store chain John Lewis is set to take on Dixons Carphone PLC by partnering up with Vodafone Group PLC to start selling mobile phones online and in selected stores for the first time.
Following the collapse of mobile phone retailer Phones 4U in September, John Lewis will rival Dixons Carphone, which formed last year from the merger of Dixons Retail PLC and Carphone Warehouse PLC.
Handsets are available to purchase online from Tuesday, and the first two stores to be targeted will be the Oxford Street branch in London and the Cheadle branch in Greater Manchester.
John Lewis said that it will start selling SIM free Apple iPhones online and in the Oxford Street store from early July, while Vodafone mobile contracts will go on sale in Cheadle from August and later in the autumn at Oxford Street.
?We?ve got a very strong technology business and being able to offer customers mobile phones is an important part of our connected home strategy. We know from our website traffic and searches that customers are actively looking for mobiles from us, but it?s important we go into this market in a John Lewis way," John Lewis Buying Director Johnathan Marsh said in a statement.
?We pride ourselves on listening to our customers and helping them the perfect phone and plan that works for them. This partnership with John Lewis is a great next step in our journey to becoming the UK?s best mobile network for service and sales,? Vodafone Consumer Director Cindy Rose said.
Shares in Vodafone were trading up 1.2% at 242.18 pence midday Tuesday, while Dixons Carphone shares were trading up 0.4% at 464.80 pence.
By Karolina Kaminska; karolinakaminska@alliancenews.com @KarolinaAllNews
Copyright 2015 Alliance News Limited. All Rights Reserved.
