Dixons today unveiled a new fascia, Black, which takes a radically different approach to electrical retailing.

The 15,000 sq ft store in Birmingham – details of which were exclusively revealed in Retail Week - is positioned as “the ultimate place to get up close with the most wanted gadgets around”, a Dixons spokesman said.

The pictures show that the retailer has created a highly differentiated electricals retail format designed to attract shoppers who want the latest technology and designer brands in an inspirational store environment.

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