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DSG to rebrand all the Dixons chain |
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Date added - 09/09/06 Dixons has been a household name on the British high street for nearly seventy years. Since opening their first store in Southend they have went on to expand to 190 electrical stores. The current owners DSG International have decided to rebrand the stores as Currys.digital, the Dixons name will only exist online as an Internet retailing website and operate as tax free stores at UK airports like Gatwick and Heathrow. The Currys.digital will concentrate on photographic equipment like camcorders and digital cameras. This is quite a turnaround since it was the Dixons group which acquired Currys in 1984. The conversion process will begin in May and all Dixons staff are expected to transfer to Currys. Internet growth of Dixons has been phenomenal in recent years with a growth of 50% each of the past three years. John Clare chief executive of DSG said: "I am cautious about the future with the advent of supermarkets and online operations, but remain excited about the prospects of the rebranded stores and Dixons as a pure online e-tailer." The rebranding will cost the group about £7 million. DSG has no plans to give up it's brick and mortar electronics retailing.
It has recently expanded into Europe with stores opening in Eastern
european countries like Poland. They have their strongest presence
in France, expanding from seven to one hundred stores.
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