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Sunday, May 23, 2021

Currys brand to replace Carphone Warehouse name

Dixons, PC World and Team Knowhow also disappear


Technology retailer Dixons Carphone plc is going to rebrand its Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone operations.

The Currys name will be used across the business, online and in shops, from October 2021. There’ll be new uniforms for staff, new vehicle liveries and upgrades to stores.

Earlier this year the business announced plans to invest £190 million in its operations.

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. And we’re becoming one brand for our colleagues too. We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that.”

Electronics retailer Dixons acquired rival Currys in 1984. The Carphone Warehouse mobile phone business later merged its operations with Dixons in 2014.
Author: The Fonecast
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Categories: Retailing, NewsNumber of views: 15984

Tags: uk carphone warehouse shopping currys marketing

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