Dixons Retail has opened a new concept store in Birmingham today, as part of the wider transformation programme being undertaken by the group.
The new high street offering called Black, which provides 15,000 sq ft of retail space, will sell the latest gadgets, consumer electronics and accessories, including earphones, laptop bags and a reduced range of TVs.
It comes in the midst of a drive by the company to reformat its stores, which has resulted in the opening of a number of new megastores and the emergence of a selection of PC World and Currys 2-in-1 outlets.
Dixons Retail recently reported underlying pre-tax losses of £7.9 million for the 24 weeks to October 16th - almost a £10 million improvement on the same period 12 months ago - representing the success the company has had with its transformation programme.
Black’s opening marks the first outing for Dixons’ Know-How service, which aims to help customers get the most out of their technology and provide a support network for consumers in need.
Shoppers will be able to get advice on how to use certain technology, and can either get products fixed or fitted in store, or book staff to visit their homes to repair previously purchased goods.
Around 66 people are employed by the Birmingham Black concept, including colleagues from the business’s existing network of staff and a number of new employees.
Mark Webb, a spokesperson for Dixons Retail, told Retail Gazette: “We need to keep moving ahead.
“Black is a trial and a concept for people who warm to brands and gadgets, and those who appreciate how their tech kit looks.”
It is not clear how long the store will remain on the Birmingham retail landscape, but by opening during the busy Christmas trading period the group has every opportunity to learn if the Black concept has a long-term future.