Korea’s Samsung has closed one of its highest profile experience stores in London, but says it remains committed to the concept.

The electronics giant has begun dismantling its store in the giant Westfield Stratford City shopping centre. But in a statement said it was “fully committed” to its remaining nine Experience stores in the UK.

Despite its strength in Asia, Samsung has found it tough going breaking into the European market where rival Apple has greater branding strength and is considered more fashionable.

The Experience stores are conceptually similar to Apple’s retail format, designed to allow customers to engage with the brand and its products in a relaxing environment. Staff are versed more in describing and demonstrating products than selling them.

Apple operates 38 stores in the UK, three of them large format stores in London, including flagships at Covent Garden and Regent St, London.