EE to start selling smart TVs, fridges and kettles in move beyond mobile roots

BT-owned company to take on brands such as Amazon, Currys and Argos with move into e-commerce

The BT-owned EE is to sell smart TVs, fridges, kettles and fitness products as it looks to move beyond its roots in smartphones and enter an e-commerce market dominated by brands such as Amazon, Currys and Argos.

The mobile operator, which has 25 million subscribers, is seeking to use tactics developed selling telecoms products and services to retail products in categories such as smart home security, insurance and games consoles to all UK consumers.