Comet trials in-store 'living room' concept

The concept, which is being trialled in two stores, will promote the brand's home-cinema products.

Comet's owner, Kesa Electricals, plans to upgrade 15 of the brand's 250 UK stores by the end of the year, with the aim of converting a further 100 over the next five years.

The changes are intended to put pressure on catalogue retailers such as Argos.

Terry Duddy, chief executive of Home Retail Group, the owner of Argos and Homebase, recently claimed that Argos has overtaken Comet as the second-biggest UK consumer electronics retailer, following a 45% rise in the group's annual profits.

Comet also faces competition from US chain Best Buy, which will launch in Europe this year as part of a £1.1bn deal with Carphone Warehouse.

This article was first published on Marketing