The move will mean the Currys brand becomes a 550-store strong national chain. It is hoped the rebranding will allow the group to differentiate clearly between bricks-and-mortar retailing and e-tailing.
Currys.digital will offer customers a greater choice than existing Dixons stores, but will still retain a strong focus on digital technology. Over the past four years, Dixons' online business has recorded more than 50 per cent year-on-year sales growth on average.
The cost of the project is estimated at£7 million. It is expected to save the group up to£3 million a year in central costs.
DSG chief executive John Clare said: 'Customer buying behaviours are developing with the growth in broadband usage and, as a group, we constantly adapt and innovate to support how our customers shop. With these changes, we now intend to become the most successful electricals retailer on the web, alongside our leadership position in bricks-and-mortar electricals retailing.'
The conversion process is due to start in May this year. All staff working in existing Dixons stores are expected to transfer to Currys.
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