Carphone Warehouse has quickly become a household name. With 200 stores across Europe, the London-based mobile phone retailer has 164 outlets in the UK alone. This accounts for 41% of all high street connections and 49% of all mobile phone sales by value, boasts chief executive Charles Dunstone. Currently employing almost 800 people, turnover increased from £20m in 1994 to £107m in 1997. Its turnover is greater than any other company on the league table. Sales are expected to hit £175m in 1998. This year the company has marched aggressively into the rest of Europe, opening 29 stores in France, five in Ireland, and two in Spain. The key to Carphone Warehouse’s success, says Dunstone, is its impartiality toward product brands. The company does not promote any particular mobile phone brand, network, or make of handset or accessories, meaning customers get unbiased advice from non-commissioned salespeople.
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