Dixons Carphone to become Currys in major rebrand

Dixons Carphone to become Currys in major rebrand
Chief executive Alex Baldock said the Currys rebrand decision was a “no-brainer”.
// Dixons Carphone to rename all its UK & Ireland shops as Currys amid major rebrand
// Currys PC World, Carphone Warehouse, Team Knowhow & Dixons Carphone will all become Currys by October
// A new Currys website also set to be launched

Dixons Carphone has revealed plans to rename all its UK and Ireland shops as Currys as part of a major rebrand.

The group said Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone will all become Currys by October, with a new Currys website also set to be launched.

It will see the rebrand rolled out across more than 300 stores, 13,000 staff uniforms and over 300 vehicle liveries, according to the electrical retailer.


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Dixons Carphone will also change its name to Currys plc on the London stock market after the group’s annual shareholder meeting in September.

The move will spell the end for the Dixons, Carphone Warehouse and PC World brands.

Chief executive Alex Baldock said the Currys rebrand decision 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,” he said.

He added: “We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that.”

Dixons Carphone said the move would make it easier for customers, who can “turn to Currys for all their tech needs”.

It also forms part of a recently announced £190 million increase in investment across the company, with revamped stores, an online push, and staff training in technology among plans on the cards.

Dixons Carphone has undergone a raft of rebrands over the years, with the Dixons name disappearing from the high street in 2006 when it decided to roll out a change to the then-Currys.digital across its shops.

Dixons was retained then as the brand for its online retailing operations, while it has also been used for Dixons Travel.

However, the group announced plans in April to shut the 35-strong airport store business Dixons Travel due to Covid-19 pandemic trading woes and the end of tax-free tourist shopping.

with PA Wires

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