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Dixons ditches the High Street

Brand will live online only

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Dixons Store Group (DSG) is pulling Dixons off British High Streets - the brand will continue, but only as a website. All Dixons stores will be rebranded as "Currys.digital" shops, starting in early May.

The programme to rebrand and rebadge 190 stores will cost about £7m, but will deliver annual savings of £3m. The change will make Currys a chain of 550 stores. Most Dixons staff are expected to move across.

The eight Dixons stores in Ireland are keeping the brand because, a spokesman told us, broadband access is not so widespread there. Dixons stores outside the UK, and in airports, will also keep their branding.

Infamous for the poor quality of its service, Dixons was accused by Intel's Craig Barrett of overcharging British customers. An Office of Fair Trading investigation cleared the company of infringing competition law in 2001.

Dixons started in 1937 as a photographic store and moved into electronics in 1960.

The DSG press release is here. ®

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