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Curry Dixon

Dixons think big to restore “greatness”

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By The Drum Team, Editorial

November 26, 2010 | 2 min read

Dixons Retail, owners of Currys and PC World, is predicting “two years of hard work” as the firm contends with a declining white goods and appliances market.

A twin track turnaround plan is presently being pursued by the retailer to refurbish existing stores and construct a new breed of megastores.

Dixons IT support business will also be re-branded as Knowhow from TechGuys following the parent groups name change to Dixons, from DSG International, earlier this year.

These changes have helped to boost sales in the important Christmas market, aided by popular technology products such as Microsoft’s Kinect and 3D televisions.

Dixons face increasingly stiff competition from supermarkets, notably Tesco, which has begun selling high end technology products such as the Samsung Galaxy Tablet.

John Browett, Dixon’s chief executive, thinks this strategy will prove a mistake for Samsung: “We don’t quite understand what Samsung are doing with Galaxy, but we know they will regret it. We don’t think it is a good route to market. What I have heard is that they (Tesco) haven’t sold any.”

Curry Dixon

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