finance

Dixons Carphone to become Currys in major rebrand



Electricals retailer Dixons Carphone will rename all its UK and Ireland shops as Currys as part of a major rebrand.

The group said Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone will all become Currys by October, with a new Currys website also set to be launched.

The rebrand will be rolled out across more than 300 stores, with 13,000 colleague uniforms and some 300 vehicle liveries changed.

It forms part of a recently announced £190m investment across the group, with revamped stores, an online push and staff training in technology.

The group’s first new-look store was unveiled in Edinburgh’s Kinnaird Retail Park on Thursday.

Dixons Carphone will also change its name to Currys on the London Stock Exchange after the group’s annual shareholder meeting in September.

Alex Baldock, chief executive of Dixons Carphone, said the Currys rebrand decision was a “no-brainer”.

He said: “It’s the best of the old and the best of the new.

“Since Henry Curry first started helping everyone enjoy the amazing technology of his day – the bicycle – in 1884, Currys has been the best-known and most trusted brand in tech.”

Baldock admitted it is a “bitter sweet day” for brands such as Dixons, which will disappear from high streets and online under the rebrand.

He confirmed that there will be no store closures as a result of the overhaul, and that the group’s international brands in markets such as Norway and Sweden will remain unchanged.

Dixons Carphone has undergone a raft of rebrands over the years, with the Dixons name being ditched on the high street in 2006, when it decided to roll out a change to the then Currys.digital across its shops.

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Dixons was retained then as the brand for its online retailing operations, while it has also been used for Dixons Travel.

But the group announced plans in April to shut the 35-strong airport store business, Dixons Travel, due to pandemic trading woes and the end of tax-free tourist shopping.

It also axed all its 531 standalone Carphone Warehouse stores last year, instead keeping the brand as a store within larger shops.

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