Gadget retailer has revealed it will be joining Google in London's Tech City., which has been based in Streatham for 10 years has moved its headquarters to the area of London also known as Silicon roundabout, which is based in East London.

Last year, Prime Minister David Cameron revealed plans the government’s plans turn the area into a rival to Silicon Valley in California and the plans appear to be taking shape. Last week, search giant Google  signed a ten-year lease on a seven-storey building  that will be used to host "hackathons", training workshops and product demos. Although, Google said its HQ will remain in Victoria.  Tech City is now home to more than 500 digital and technology companies.

“Our customers are really important to us; it’s not enough to provide innovative product – consumers want to be a part of the company and receive exceptional service. By moving East we believe we’ll find the resources that will allow to continue to provide something more than the average store,” said Paul Zimmerman, CEO of

 “We feel now the time is right to be surrounded by like-minded tech, media and creative companies who can offer interesting solutions and ideas to our business.”