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Published on May 13th, 2021 | by The GC Team


Dixons Carphone brand merger a no-brainer

Dixons Carphone is to change its name to bring its four brands under one banner trading under the Currys label.

Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone will cease to exist from October 2021 as part of a recently announced £190m “surge in innovation investment” in 2021/22, a focus of which is to make shopping with the retailer easier for customers.

The Currys name dates back to Victorian times and is the most recognisable label in the Dixons Carphone stable. Currys was taken over by Dixons in 1984 but kept its own identity until the Currys and PC World shops were combined.  

The transition from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone to Currys starts now and will be complete by October 2021.

Alex Baldock, CEO of Dixons Carphone, said choosing Currys as the brand 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.

“Currys will have a bold and up-to-date look and feel, but this is a gearshift not a facelift. Our recently announced surge in innovation investment in colleagues, digital and stores is a winning formula that our competitors can’t match and will strengthen our position as market leader.”

The move means over 300 stores will be transformed, 13,000 colleague uniforms upgraded and over 300 vehicle liveries changed.

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