TORONTO — Shoppers Drug Mart Corp. this summer plans to pilot the sale of cell phones and wireless handheld devices from Rogers Communications Inc. in select stores.

Shoppers Drug Mart Corp. this summer plans to pilot the sale of cell phones and wireless handheld devices from Rogers Communications Inc. in select stores.

The Canadian telecommunications company said late Monday that under the pilot distribution, Rogers and Fido wireless products will be sold in more than 30 Shoppers Drug Mart (SDM) stores "in a key regional area."

"Providing our customers with convenient access to leading-edge wireless products and services from Rogers is a natural extension of our value proposition," SDM president and chief executive officer Jürgen Schreiber said in a statement.

The first SDM stores are expected to begin selling Rogers and Fido products on July 1, according to Rogers. The company added that SDM stores in the pilot will offer Canada’s largest selection of its HSPA-ready smart phones and Rocket Sticks, which provide laptops with mobile Internet access.

"Customers are telling us they want more choice for where they acquire Rogers and Fido products and services in their own neighborhoods," stated Rob Bruce, president of communications at Toronto-based Rogers. "Through this pilot initiative, Rogers and Fido customers will have access to innovative wireless products when they are shopping for their lifestyle needs."