Orange has unveiled its new flagship store. The new store in Cardiff's city centre has an innovative design that Orange hopes will help deliver an outstanding customer experience and showcase the provider's range of converged products and services.

The new flagship store is described as clean and stylish with an open floor space, modernised displays and clear and easy to read signage. A new black exterior is said to ensure instant brand recognition and drive "consumer curiosity" for what's inside the store.

New Chip&PIN epay machines enable customers to top up their mobile phones quickly and easily while Orange has also invested in a number of new staff for the flagship store and is committed to making Cardiff a centre of excellence for Sales Advisor training.

Sian Doyle, head of retail, Orange, said: "We're excited to be launching our new flagship store in Cardiff. The new store has been designed to offer a converged retail experience and really demonstrates that Orange is not just a mobile phone shop, but a true 'communications provider'".

"The staff in our new flagship stores will provide Orange customers with the most up-to-date technology and the highest standard of technical insight and customer service."