Christopher

Fresh from the world of academia in Series 1, Christopher is a goldfish in the shark tank of PhoneShop. He may have book smarts, but when it comes to the retail battle zone that is the High Street, Chris couldn't fight his way out of a paper Primark bag. Constantly trying to keep up with the arbitrary rules of the Street as set out by his mentors Ashley and Jerwayne, the journey to closing time gets harder and harder with each new day.

Christopher has the charm and product knowledge to be a great salesman - if only he would stop listening to Ashley and Jerwayne's stupid advice.

Forever NewMan, by Series 3 Christopher is still fighting to keep afloat in the murky waters of phone sales, still trying to find a girlfriend, and still looking for a suit that will fit him. Despite being one of life's natural enthusiasts, even Christopher's patience is put to the test by the pain and humiliation caused by his colleagues' unfounded theories and ill-conceived plans.

Lance

Lance has worked for the PhoneShop Group a long time. Too long. Whilst his peers have gone on to own companies, fast cars and football clubs, Lance is stuck in the daily grind of running the Sutton branch of PhoneShop.

Many men would come to resent the shop and all the time he has wasted there. Not Lance. Lance sees it as a sanctuary from his terrifying, demanding wife, Shelley.

Lance was clearing missing the shop's assistant manager, Gary Patel, in Series 1. He had gone as far as erected a shrine to the salesman, seemingly oblivious to the fact Little Gary is clearly a bit of a psychopath.

Ashley

Arrogant Ashley is intelligent, logical, and a phone-selling machine. He's always able to palm off longer, more expensive contracts onto any customer foolish enough to come through the door. Dodgy tactics are all fair game as far as Ashley concerned, as long as it gets the sale - previous tricks he's used include pretending to be a trainee doctor, and a grieving boyfriend.

Don't ever test Ashley on anything High Street - he can read the High Street like a book. Nothing here is a mystery and he realised some time ago that he'll never be happier anywhere else.

Unfortunately, Ashley's arrogance and self-regard often lead him to make decisions he ends up bitterly regretting.

Jerwayne

Jerwayne may still have a single bed at his Mum's house, but he is still taking care of business. Or so he says.. Jerwayne considers himself a complex ladies man.

A lover of the finer things in life, Jerwayne is a snob and he doesn't care who knows it. Choosey - but not too choosey - about who he goes out with (think Zara girls, not Mothercare), the love of Jerwayne's life is Janine from Pay-As-You-Go. Years of trying have gotten him nowhere with her, yet every now and then he tries again in the vain hope that one day she will be his to share a chicken platter with.

Janine

Janine is a motivated, dynamic self-starter with a passion for retail and the core brand values. She lives and breathes the PhoneShop Group.

Despite being stuck on the Pay-As-You-Go department for years now, Janine is confident that soon everything will change - that the next big step up the corporate ladder is just moments away.

Dedicated, hard-working and loyal Janine would clearly make a great assistant manager... but Lance is still living in hope that Little Gary will be granted bail.

In truth, the only thing that is actually moments away for Janine is the next barrage of bad chat-up lines and obscene gestures from Jerwayne... but she still lives in hope of a promotion.