DSG, formerly Dixons, rebrands as... Dixons
DSG, the group behind Currys and PC World and formerly known as Dixons Group, is to change its corporate identity to Dixons Retail.
The electrical retailer unveiled the nomenclature change at the same time as the group announced a 61% jump in profits and a 50% boost in TV sales due to the World Cup.
The rebrand aims to take the company back to its roots and harness the strength of the Dixons name and the 70 year history behind it. The DSG moniker has not been much of a success admitted chief executive John Browett, who said: "The Dixons name resonates strongly with suppliers, the market, and colleagues in a way that DSG International has not been able to without significant investment in the brand."
The Dixons brand will not be making a comeback to the high street however, with old Dixons stores having been rebranded as Currys Megastores or Currys.digital, although the group does still run 25 Dixons Travel shops at British airports.