May 13, 2021

Carphone Warehouse and Dixons axed as group rebrands to Currys

The Carphone Warehouse and Dixons brand names are set to be consigned to history after Dixons Carphone, the parent of both, announced it would rename itself Currys. Chief executive Alex Baldock said the change was "a gearshift not a facelift" and that choosing Currys as the corporate identity was "a no-brainer" given that most of the group's remaining stores bear this name. Stores under the Carphone and Dixons banners have already largely disappeared from the UK's high streets. Last year, all remaining standalone Carphone Warehouse stores were closed in what the group said was a response to changing customer habits, although it retained sales areas within Currys stores. Dixons started life as a photography store on Southend high street in 1937.

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