The direct and retail businesses of 'Phones 4u' are being restructured for good.

As per the re-organization, Andy Leadbetter, who is in charge of ecommerce and telesales will have to report to Scott Hooton, the director for commerce and trade.

This is considered to be a good move as ecommerce and retail will be at the forefront of the business.

The restructuring is with a view to have better cooperation between both divisions on product releases.

The spokeswoman claimed that direct business has achieved significant growth especially in the current year. This is as a result of better cooperation between the direct and retail businesses. The manufacturing partners have observed this matter. With the recent release of 'Nokia Lumia' a multi channel policy has been implemented by the company.

Phones 4u is credited to be the first retailer to stock Nokia Lumia phones in all their stores by 26th of October. The company also made the item available on pre-order online from the same date.

The online marketing matched the in-store marketing and the campaign took up a

multi-channel path to release the new Windows Phone.

The company wants to build on the success on account of this approach. The company will do everything to enhance that integration and alliance between the two businesses.