Loblaw to open over 500 mobile phone stores

The already crowded mobile phone business is about to get more competition as Loblaw launches Mobile Shops in more than 500 of its grocery stores.

The retail giant has been selling cellphones since 2005 under an agreement with Bell Canada. Its latest initiative will give customers access to 24 styles of phones from every Canadian provider.

"Loblaw wants to make it easier for Canadian consumers to shop for mobile phones and make it as simple as shopping for groceries, easy on-the-spot comparisons and convenient," Maria Forlini, Loblaw's vice-president of telecom, said in a release.

Along with its branded PC Mobile and existing Bell and Solo lines, the new Mobile Shop will offer Virgin Mobile, Rogers, Fido and Telus, along with newcomers Public Mobile and Wind Mobile.

"We anticipate distribution through retail partners such as Loblaw will become increasingly in demand by customers who want to simplify their wireless experience and their shopping," said Public Mobile CEO Alek Krstajic.

The Mobile Shop focuses on selling phones without contracts. That means the phone is purchased outright, and the consumer prepays their account.

Loblaw's stable of grocery chains include Real Canadian Superstores, Wholesale Clubs, Fortinos, Zehrs, nofrills and Dominion stores.