Dixons is to become an exclusively online brand with 190 Dixons retail outlets being rebranded ‘Currys.digital’.

Dixons goes digital

The Dixons name has been a high street stalwart for over 70 years, but in a stark indication of the 21st century retail market it is to disappear from it for good.

Dixons Stores Group (DSG) has stressed that this doesn’t indicate a strategic withdrawal from the high street, merely a rebranding and shift in channel strategy, but the move is bound to increase speculation about the future of high street retailing.

Dixons’ existing e-commerce operation has recorded on average more than 50% year on year sales growth over the last four years and, according to this morning’s statement from DSG "The changes will enable Currys and Dixons to more clearly differentiate their approach through two channels to market (retailing and e-tailing)."

John Clare, group chief executive of DSG international plc, said: "I am very excited about the prospects for the Dixons brand as a pure play e-tailer. Customer buying behaviours are developing with the growth in broadband usage and, as a Group, we constantly adapt and innovate to support how our customers shop. With these changes we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."

The switch over is expected to start in early May.

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