Electrical giant Dixons is to disappear from the high street to concentrate on selling online following a major shake-up by its owner.
DSG International announced today that all its 190 Dixons stores are to be re-named Currys.digital.
DSG owns both Currys and Dixons, which scored badly for customer service in a Which? poll earlier this year.
Currys to take Dixons staff
Following the rebranding, Currys will have 550 stores across the UK. The initial conversion is expected to start in early May, and all staff currently working in Dixons stores are expected to transfer to Currys as part of the process.
DSG says the rebranded stores will offer customers a wider range of products, including major and small appliances, and will feature many digital products.
Dixons, which has traded on the high street since 1937, will now specialise in ‘electrical e-tailing’. Its online sales have risen by 50 per cent a year over the last four years.
Dixons among least favourite stores
Chief executive John Clare told Sky News that Dixons had a strong future as an internet operation.
In January, a Which? survey revealed that Dixons was amongst British shoppers’ least favourite stores. Its sister companies Currys and PC World were also in the bottom third for overall customer satisfaction.
At the time, Dixons said that it took any suggestion of poor service very seriously and would examine the findings in detail.