Dixons to rebrand shops as Currys

Owner DSG International is to rebrand all 190 electrical products stores as Currys.digital and use the Dixons brand for its internet retailing operations.

The conversion process will begin in May and all Dixons staff are expected to transfer to Currys.

Making the change will cost Dixons about £7m, but it is expected to save the firm close to £3m annually.

Internet growth

Dixons has seen its internet sales grow 50% each year during the last four years, and it now gets over 1 million visitors per month.

"With these changes we now intend to become the most successful electrical retailer on the web"
John Clare, DSG group chief executive

John Clare, DSG's chief executive, said: "I am very excited about the prospects for the Dixons brand as a pure play e-tailer."

"With these changes we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."

Curry's, which was acquired by the Dixons group in 1984, will now have 550 stores in total.

However, tax-free electronics stores based in airports will keep the Dixons brand.

The news comes after DSG International, which also owns computer store chain PC World, decided to cut office jobs in January as part of a £20m ($35m) savings drive.

In January, the group reported pre-tax profits of £106.1m for the six months to November, down from £133.5m a year ago.

At the time DSG said it remained "cautious" about the outlook for the coming months.

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