DSG (Dixons Store Group) Has today announced that its 190 high street stores are to be re-branded Currys.digital.
Dixons existing e-commerce operation has on average recorded more than 50% per year sales growth over the last four years, as a result of this the Dixons brand will live on as an e-commerce only affair.
The move will Cost £7 million, but will yield yearly savings of £3 million. All staff currently working within Dixons stores are expected to transfer to Currys.digital as part of this move.
John Clare, Group chief executive of DSG international plc, said:
"I am very excited about the prospects for the Dixons brand as a pure play e-tailer. 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. Customers of both brands will have greater opportunity to buy what they want, where they want and how they want - backed by our commitments on price, range and service. DSG international's market leadership is due to our success in keeping close to the needs of our customers, keeping close to the latest developments in consumer technology and leading the market in innovation. With these changes we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."
The initial conversion of existing Dixons stores to Currys.digital is expected to start in early May. Upon completion Currys will boast 550 stores nationwide.
The full DSG press relapse can be found here:
http://dsgportal01.dixons.co.uk/wps/portal/dixons.media.latestnews |
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