Feeds

Dixons aims high, medium and low with own-brand blizzard

Customers sliced and diced

High performance access to file storage

Dixons is aiming low to high with four new own-brand lines for its PC World and Currys stores.

Let's give them a twirl, starting at the bargain basement end and work our way through to the sleek, quite expensive, Scandinavian sounding brand.

Currys PC World New Range

Currys Essentials was created to make "straightforward products at unbeatable prices". While sounding somewhat Saisho, the focus is on "must-have" appliances and electricals for first-time home owners and students. Dishwashers is one example. Only the vital things then.

Currys PC World New Range

PC World Essentials is the computing equivalent, the bit we like. Cables, printing inks, USB sticks, mice and netbooks, that sorta thing.

The Logik range includes small televisions, DVDs, kettles, toasters and headphones to name but a few. It's billed as the major brand alternative, a cheaper option that doesn't compromise on performance. Does that mean some of these others do? Surely not.

Based on Scandinavian design, Sandstrom combines aesthetics with performance and aspires to compete with higher-end products, while still offering the lower price tag. This is where you'll find the "premium" kitchen appliances like... a microwave. They also offer TVs.

Finally, there's the Goji label, which caters for the accessories department. On offer here are computer bags, camera and iPod cases, headphones and plenty of other mobile related gadgets.

Additionally, customers can look forward to improvements to Dixon's longstanding computing brand Advent. From sometime in December, punters can pop a picture along to PC World and have it printed on their laptop.

The new brands start going on sale this month. ®

High performance access to file storage

More from The Register

next story
Report: Apple seeking to raise iPhone 6 price by a HUNDRED BUCKS
'Well, that 5c experiment didn't go so well – let's try the other direction'
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Zucker punched: Google gobbles Facebook-wooed Titan Aerospace
Up, up and away in my beautiful balloon flying broadband-bot
Nvidia gamers hit trifecta with driver, optimizer, and mobile upgrades
Li'l Shield moves up to Android 4.4.2 KitKat, GameStream comes to notebooks
Gimme a high S5: Samsung Galaxy S5 puts substance over style
Biometrics and kid-friendly mode in back-to-basics blockbuster
AMD unveils Godzilla's graphics card – 'the world's fastest, period'
The Radeon R9 295X2: Water-cooled, 5,632 stream processors, 11.5TFLOPS
Sony battery recall as VAIO goes out with a bang, not a whimper
The perils of having Panasonic as a partner
NORKS' own smartmobe pegged as Chinese landfill Android
Fake kit in the hermit kingdom? That's just Kim Jong-un-believable!
prev story

Whitepapers

Mainstay ROI - Does application security pay?
In this whitepaper learn how you and your enterprise might benefit from better software security.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.