Dixons ditches high street presence

Dixons is to switch its focus to the web and rebrand 190 stores

Dixons is to switch its focus to the web and rebrand 190 of its stores as Currys Digital, parent company DSG International announced this morning. The move will swell the number of Currys high street stores to 550.

"Dixons' existing e-commerce operation has recorded on average more than 50 per cent year-on-year sales growth over the past four years," said a company statement.

"The changes will enable Currys and Dixons to more clearly differentiate their approach through two channels to market - retailing and e-tailing - delivering improved levels of convenience, choice and value for customers."

John Clare, group chief executive at DSG International, added: "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."

The conversion of existing Dixons stores to the Currys Digital brand is expected to start in early May. No staff losses are expected within stores.

The cost of the rebranding is estimated at £7m, according to DSG. However, the company said the changes would save around £3m in central costs per year.