MOBILE phone operator 3 has taken on 95 Link and 02 stores, in a move which quadruples its number of high street shops.

The company, which ran 31 shops in Britain until today, said it plans to rebrand the 73 Link outlets and 22 shops under the O2 banner as 3Stores, "within weeks".

Marc Allera, sales director at 3, said: "This strengthens our direct sales channel, giving the 3 brand a major presence on high streets across the country and helping us further develop our relationship with our existing customers."

It means 3 now has a portfolio of 126 stores, with another 133 outlets based inside branches of Selfridges and Superdrug. The firm is planning to open 30 new shops by the end of the year.

Link staff will be transferred to the 3Stores, and 02 workers will be moved to the firm's other outlets, while 3 plans to advertise 200 new posts.

In July, Currys owner DSG International sold its 60 per cent stake in The Link for é31m to O2, which already owned the other 40 per cent share of the chain. However, today's move means The Link will eventually disappear from the UK high street, to be replaced by a combination of the new 3Stores and 02 outlets.

Part of the global conglomerate Hutchison Whampoa, 3 plans to have most of its new stores up and running in time for the busy Christmas period.

Mr Allera said: "With specialist independents and the major third-party retailers continuing to play a major role in how we attract customers, we expect our direct presence to become equally important to winning new business during 2007."

02 said it is planning to expand its chain of 350 stores to 400. Tweet