Dixons Carphone online sales grow 121% as new finance boss jumps on board

Dixons Carphone trading update Alex Baldock
Sales of electricals jumped 11% on a like-for-like basis in the 10 weeks to January 9
// Dixons Carphone online sales climb 121% in the 10 weeks to January 9
// Like-for-likes in its electricals category were up 8%
// Sales in its mobile phone division dropped by 40%

Dixons Carphone has seen its sales increase during Christmas after it reported an online growth of over 100 per cent.

The retailer said sales of electricals jumped 11 per cent on a like-for-like basis during the 10 weeks to January 9.

In its core UK and Ireland business, like-for-likes in its electricals category were up eight per cent, while online growth climbed 121 per cent.


READ MORE: Dixons Carphone back in profit thanks to pandemic sales surge


The highest growth was seen in sales of large screen TVs, smart tech, food preparation, health & beauty and all areas of computing & gaming.

Meanwhile, sales in its mobile phone division dropped by 40 per cent, but the retailer said this was “in line with plan” after the closure of all standalone Carphone Warehouse stores in April last year.

Group electricals online sales rose by 118 per cent while its ShopLive 24/7 live video shopping service was also growing strongly.

“We’ve continued to trade strongly, both in the UK and Internationally, while ensuring colleague and customer safety is paramount,” group chief executive Alex Baldock said.

“We’re winning online, where we’re the biggest and fastest-growing specialist technology retailer in all our markets. And even where stores have been closed, our work to bring the best of digital and physical shopping to every customer has borne fruit in such innovations as our one-hour drive-thru Order & Collect and ShopLive.

“Our flexible infrastructure and accelerating transformation mean we’ve been able to react ever-faster to changing trading restrictions, while building more lasting and valuable customer relationships.

“The outlook remains uncertain, and we’re still far from our full potential. But this strong performance makes us more confident than ever that we’re on the right path to create a world class business for colleagues, customers, shareholders and society.”

Dixons Carphone also revealed the appointment of Tesco finance director Bruce Marsh as its new chief financial officer to replace Jonny Mason.

Marsh has served at the supermarket giant since 2015.

He has also spent time at Kingfisher, where he was director of Kingfisher future homes and group strategy director, and also held a number of senior finance roles at Dixons Retail prior to its merger with Carphone Warehouse.

Mason will remain in his existing role to support the company through the current financial year and “ensure a seamless and orderly transition”.

A departure date will be confirmed in due course.

“Bruce brings a strong track record over many years in retail, and in the successful delivery of large complex business transformations in rapidly changing environments,” Baldock said.

“He has extensive experience leading high-quality finance teams, maintaining robust financial controls and improving planning and performance. Bruce has played a pivotal role in Tesco’s revitalisation.

“Jonny has been an outstanding leader at Dixons Carphone. He’s made a big contribution to the great strides we’ve made in our transformation, particularly in UK Mobile, to a stronger balance sheet, and to a sharper focus on cash and cost control.

“This will serve the group well as we continue to build on these achievements.”

Marsh said: “Having spent the early part of my career in Dixons Retail, it is wonderful to be returning to a great business. I am excited to be joining the group as it continues its ambitious transformation to a world class business helping everyone enjoy amazing technology.”

Mason said: “I am pleased with the progress the business has made in its transformation which has seen the Company grow its market leading position and develop its omnichannel capability.

“Although my departure is still some way off, I would like to take this opportunity to thank all my colleagues and wish Dixons Carphone every success for the future.”

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