The decision mirrors the strategy employed by the retailer in the UK in 2006.
Seventeen Dixons stores in Ireland will be rebadged Currys. Dixons will become a pure-play e-tailer in the coming months at Dixons.ie.
Later this year, DSG Retail Ireland will also launch Irish web sites for its Currys and PC World fascias, reflecting the electricals group’s focus on multichannel.
The rebranding of Dixons will increase the product range available to customers in stores by 3,000 per store and up the brand’s operational and promotional power, according to the retailer.
It added that the differentiation of Currys and Dixons will improve customer service levels and customer choice.
DSG Retail Ireland managing director Declan Ronayne said: “Retailers need a compelling offer to be available to customers online, in-store and for booking online and collection in-store.”
The rebrand has begun already and will be completed by the end of August. DSG Retail Ireland will open a Currys store in the Republic’s Leinster province and convert its Dixons store in Jervis Street, Dublin, to PC World, taking its PC World store count in the country to 13. The retailer will also launch an ad campaign in Ireland this year.
Meanwhile, DSGi has reportedly identified the site of its first next generation superstore in Birmingham.
The initiative was unveiled by chief executive John Browett as part of his five-point turnaround strategy for the retailer.
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