The Dixons brand name is to vanish from high streets across the UK as parent company DSG (Dixons Stores Group) today announced a refocusing of its online and bricks-and-mortar retail operations.
The 190 existing stores will be renamed Currys.digital and the Dixons brand name will be used exclusively for online retailing.
The changes, detailed in a press release, are designed to enable Currys and Dixons to 'more clearly differentiate their approach' to give customers greater convenience and choice.
The changes will deliver savings of around £3m, claims DSG, although the program will initially cost somewhere in the region of £7m, it approximates. The change is due to take place in May, at the beginning of the next financial year. Dixons' in-store staff will be transferred to Currys.digital stores.
"We constanly adapt and innovate to support how our customers shop. Customers of both brands will have greater opportunity to buy what they want, where they want and how they want," said John Clare, group chief executive of DSG.