Phones 4u closes doors to men

LONDON - Phones 4u is banning men from its flagship stores this Wednesday as it launches Sony Ericsson's C905 Pink mobile, which is aimed at women.

The retailer will demonstrate the features of the new handset, which is only available from Phones 4u. It will also offer ladies a series of free "style experiences", in its London store, hosted by model Lizzy Jagger.

The retailer is redesigning three of its outlets for the promotion -- Tottenham Court Road in London, Argyle Street in Glasgow and Market Street in Manchester.

The women-only launch is in response to research conducted by Phones 4u which found that 46% of women wanted a less male-centric and less intimidating shopping experience.

Women who visit one of the participating stores will be offered a personalised photo-shoot using the phone's 8 mega-pixel camera, and a complementary makeup, nail and hair session.

The experience will also include fortune readings from a top fortune teller and the chance to win a VIP photo session with Jagger.

A top DJ has been brought in to provide musical accompaniment, while Lizzy Jagger will offer people fashion tips and style advice.

Russell Braterman, Phones 4u's marketing director, said: "Now that we've seen the research findings we've listened to what women want and are pulling out all the stops.

"This is part of our ongoing commitment to listen to our customers and deliver a better and more personal service that will set us apart from our competitors.

"The events are to trial a new way of servicing our female clientele with an unintimidating girls-only experience."

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