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Samsung has closed down its flagship store at the Westfield shopping centre in Stratford, London.
The Samsung Experience location - one of ten around the UK - is now permanently closed with stock removed from the store.
The retail outlet, which was run alongside a partnership with Carphone Warehouse, may have fallen victim to a little festive belt tightening at the Korean company.
Sales of the firm’s Galaxy smartphones and tablets continue to slump, while the company has ceased laptop sales in Europe, so the retail location may have been expendable.
The company told The Verge it is planning to keep the other nine stores open, but didn’t offer a reason for shuttering the location at one of Europe’s biggest shopping centres.
"We remain fully committed to the operation of the remaining nine Samsung Experience Stores across the UK, and wish to reassure our customers that those stores will not be affected by this decision,” a statement read.
Read more: Samsung Galaxy Note 4 review
Even so, Samsung’s bid rival the Apple Stores as a luxury try-before-you-by shopping haven seems to be faltering somewhat.
If you’re in London and looking for that ‘Samsung Experience’ to do some last minute festive shopping, then braving Oxford Street is your best bet. Or you could just leave it…