T-Mobile to adjust brick-and-mortar format

Company's national consumer group president says "way we've known" physical retail is "dead"

HAMILTON COUNTY, Tenn. (WDEF) — Jon Freier, President of T-Mobile’s U.S. Consumer Group, says the company is “reshaping” its retail stores.

Freier said in an online publication Thursday that T-Mobile’s brick-and-mortar stores are “dead” as customers have been accustomed to them.

Moving forward, he says the company will narrow in on four types of physical shopping formats.

These include signature, experience, neighborhood and express stores.

Mobile trucks and store-in-store kiosks will also bring the company directly to consumers.

Freier did not make any comments about how this could directly impact employees currently working at their brick-and-mortar locations.

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