One of the UK's largest technology retailers, Dixons, is to rebrand it's stores as Currys.digital in the coming months. With both stores owned by DSG International, all 190 Dixons outlets in the UK will become part of Currys. The move is expected to save the firm £3m annually, with a £7m cost for the rebranding.
The Dixons brand has been operating in the UK for almost 70 years, selling new technology (such as VCRs and cameras) to the masses as it became available. Dixons will continue to operate as an online only retailer after the changeover. John Clare, DSG's chief executive, said: "I am very excited about the prospects for the Dixons brand as a pure play e-tailer."
Other stores owned by DSG International in Europe include The Link, PC World and Elkjop.
View: DSG International
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