The Dixons Carphone group has announced that it is rebranding its entire retail estate under the Currys name.
The Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone brands will be phased out over the coming months with the process expected to be completed by October. Over 300 stores, 13,000 staff uniforms, and more than 300 vehicle liveries will be changed to Currys.
The company said the move will make it easier for customers to interact with it whether it be in-store, online, over the phone or on the doorstep.
The announcement coincided with the launch of the first new-look Currys store in Edinburgh which has been overhauled inside and out.
The company is also launching a revamped Currys website that will be hosted on a new platform that will enable it to provide better content, more personalisation and a quicker experience.
Alex Baldock, Chief Executive of Dixons Carphone, said: “Choosing Currys as the brand was a no-brainer. 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.
“Currys will have a bold and up-to-date look and feel, but this is a gearshift not a facelift. Our recently announced surge in innovation investment in colleagues, digital and stores is a winning formula that our competitors can’t match and will strengthen our position as market leader.”
The rebrand comes after a major overhaul of the company’s store estate amid a shift to online shopping. Last year it shut all of its standalone Carphone Warehouse stores as people hold on to handsets for longer and buy direct from manufacturers. The business also announced last month that it was shutting all its airport shops after a scheme allowing VAT-free shopping for overseas tourists was scrapped and the pandemic continued to restrict international travel.
NAM Implications:
- Simplicity and convenience…
- …with a website to match.
- The recent surge in innovation investment in colleagues, digital and stores…
- …makes this one to watch!
