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Dixons planning second Black store


Dixons Retail is set to open a second Black outlet in Kensington, London in the coming months, Retail Gazette understands.

After the successful launch of a concept store in Birmingham six months ago the electricals specialist is expected to unveil the sub-brand in England’s capital either later this year or in 2012.

The launch of Black was part of the business’s plan to appeal to technology lovers and people who warm to brands and gadgets, and the Birmingham store offers customers a thoroughly modern and interactive retail experience.

Dixons refused to confirm when or if a new Black outlet will open but a spokesman for the company said that it is already making improvements in other stores based on what it has learned from the new fascia.

“We have used our experiences from Black to change our Oxford Street in terms of colour and layout – Black is a concept store and we are learning from it all the time,” he explained.

Black’s opening in Birmingham marked the first outing for Dixons’ tech specialist service Know-How, which was launched to offer customers one-to-one expert advice and support with their electricals equipment.

The unveiling of the service is part of the company’s Renewal and Transformation Programme, which it introduced to help turn around ailing sales and boost profits in what is currently a tough consumer electronics marketplace.

Published on Friday 17 June by Editorial Assistant

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