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Dixons Carphone Unveils Group Rebrand

Major retail group Dixons Carphone have today unveiled their plans to merge all of their existing companies under one familiar brand name.

The firm, which currently operates under the brands Dixons Carphone, Team Knowhow, Carphone Warehouse and Currys PC World, revealed earlier today that they’d be operating solely under the name ‘Currys’ later this year.

Described by the group as a way to “make things easier for the customers”, the various brands will transition to become one as of October 2021, with all 300 plus of the groups’ stores set to change throughout the UK.

Dixons Carphone also outlined that in addition to instore branding (including new Currys-branded uniforms for employees), the retailer will also invest nearly £25m over two years in skills, wellbeing and reward programmes for its colleagues.

In a statement released this morning Alex Baldock, CEO of Dixons Carphone, said: “Today is a big day for us, as we become one brand – Currys.

“Above all, we’re doing this for our customers. They’ll see that it’s Currys, the number one, helping them from toasters to tellies, laptops to laundry, fridges to floorcare, mobiles to music. They’ll see it’s Currys’ experts who help them choose, afford and enjoy their tech to the full. It’s Currys which helps them get the most out of the tech they already have, giving it [a] longer life as well as bringing them all the exciting new stuff.

“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 [a] 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.

“We’re on a roll, and we’re going for it. We’re joining up our stores ever better with our strong online business, we’re investing hard, including in our brand. We’re winning with customers, and we reckon the year ahead will be our most exciting yet and today’s big announcement is just the beginning.”

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