New store opens at Merry Hill and bosses call it 'transformational'

A new state-of-the-art store has opened at Merry Hill this week. The first West Midlands World of Hearing store from Boots Hearingcare opened at the Brierley Hill shopping centre on June 17.

The store is not a regular hearing test centre, instead offering a high-tech immersion room and self-screening centre, designed to revolutionise the way people think about hearing care.

The new World of Hearing store offers customers the chance to test out a range of hearing aids for themselves in a variety of settings - by impersonating what it would sound like if they were in a busy restaurant or at a concert. This helps people living with hearing loss to experience what it would be like to have a hearing aid fitted in real life.

Read more: Huge Jude Bellingham photo at Bullring as region says 'keep making us proud'

Read next: Huge store is returning to Merry Hill and fans say 'can't wait for it to open'

Echo Lu, managing director of Boots Hearingcare, said: "We are delighted to be opening the first World of Hearing store in the West Midlands, providing customers with an immersive state-of-the-art environment to solve their hearing problems.

"On average, it takes ten years for someone to address they have a hearing problem. We hope this new innovative format can help remove the stigma associated with hearing loss and encourage more people to act on their hearing loss and to experience the joy of better hearing and better quality of life, with the latest technology and great customer care from Boots."

Jonathan Poole, centre manager at Merry Hill, added: "We’re excited to welcome Boots Hearingcare to Merry Hill. The new, revolutionary approach to treating hearing loss in their World of Hearing stores will be a much-welcomed addition to the centre for our millions of visitors. It will be a transformational store experience.

"The new store opening comes as we continue to evolve our range of stores and experiences to provide more convenience to meet the needs for all of our visitors. I encourage anyone who may be struggling with their hearing to head into Boots Hearingcare to chat to the experts and receive a free hearing test."