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Comet News UK

Comet pursues a petite future to revive flagging brand

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By The Drum Team | Editorial

December 9, 2010 | 2 min read

Comet owner Kesa Electricals is facing a significant hiccup in their efforts to revive the flagging brand after reporting a 3.7% slump in sales in the six months to October 31.

This saw losses widen to £5.4m as the retailer sought to refurbish its 249 stores in a three year process which is seeing Comet stores reduced in size whilst offering more home appliances and accessories.

Kesa’s plan to revitalise the British business is inspired by their successful French division, which trades under the Darty brand.

Thierry Falque-Pierrotin, Kesa’s chief executive, said: “We want to aggressively reposition Comet in the market but it’s a work in progress.”

Comet’s travails mirror those of its High Street rival, Dixons. The red bannered electricals retailer suffered from a similarly poor trading position but is pursuing a different tack to success; it is introducing larger format stores.

Comet News UK

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