Dixons Carphone Group (UK)

Selected PC World & Currys advertising

Dixons Carphone Group was created in 2014 from the merger of rival electronics retailers Dixons Retail and Carphone Warehouse. Dixons has long held a leading position in the UK as its most influential champion of mass-market electronics. For more than 50 years until 2005, the chain served as the principal gateway into British homes for the introduction of cameras, audio equipment, computers and more recently the internet and DVDs. However the main brand within what was then Dixons Stores Group was increasingly overshadowed by sister chains Currys and PC World, and also by a push into Europe. Those developments prompted a change of corporate name to DSG International in 2005, as well as a phasing out of the original Dixons brand in favour of Currys. The DSG name, however, failed to chime with customers, and the group eventually changed its name back to Dixons Retail Group in 2010. The combined Currys PC World business is still the UK's biggest bricks and mortar electronics retailer by some margin. However mainland Europe has proved much more challenging, and most businesses outside Scandinavia had been divested or closed by 2014. That year, the group agreed terms for a merger with mobile phone seller Carphone Warehouse to create a giant new group with revenues over £12bn a year.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 30th Jun 2016: UK-based electronics retailer Dixons Carphone reported solid performance for the year to April. Pretax profits jumped 17% to £447m, despite a marginal decline in revenues to £9.74bn as a result of currencies. The company said it enjoyed the best trading day in its history on last year's "Black Friday" pre-Christmas shopping festival, including an average of five online purchases per second as a result of promotional discounts. CEO Seb James said the group had taken steps to hedge against the effects of Britain's exit from the EU, but told the BBC "It's going to be very important that we do everything in our power to remain in the single market."

Adbrands Weekly Update 22nd Jul 2015: British electronics retailer Dixons Carphone reported a strong set of results for its first year of trading, following the merger of Dixons Retail and Carphone Warehouse. Revenues for the year to April were £9.94bn, up 6% on a like-for-like basis, while pretax profits jumped 21% to £381m. In its core markets of the UK & Ireland, combined sales rose 8% to £6.45bn

Adbrands Weekly Update 2nd July 2015: UK electronics retailer Dixons Carphone is to make a bold push into the US in a partnership with Sprint to open and run an initial 20 mobile retail stores. If the first wave of openings goes well, the partnership could be extended to as many as 500 outlets. Carphone Warehouse is no stranger to the US market. In the 2000s it managed the mobile counters of local big box electronics retailer Best Buy. That extremely successful partnership ended in 2011 after the failure of a similar joint venture in Europe.

Adbrands Weekly Update 12th Mar 2015: Google opened its first physical retail outlet this week in the UK in the flagship Currys PC World store in London's Tottenham Court Road. The Google Shop, as it is billed, sells a range of devices including Android phones, Chromebook laptops and Chromecast TV streamers, and also promotes Google's various apps and online services. Currys PC World already operates "Chromezone" concessions in several stores but this is the first time one has been specifically branded to Google. Google UK marketing director James Elias said "We want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life. We think it's a genuinely unique try-before-you-buy experience."

Adbrands Weekly Update 5th Feb 2015: Two brand new players look set to enter the UK mobile market. The proposed merger of O2 with Hutchison 3 in the UK threatens to reduce the number of local mobile phone networks from four to three, presenting a potentially serious anti-competition issue. In an attempt to ease those concerns, the merging companies have lined up two heavyweight corporate partners to offer their own branded mobile offer piggybacking off O2 and 3's existing service, reassuring regulators that sufficient competition will remain to maintain lower prices. O2 has outlined an MVNO arrangement with satellite broadcaster Sky, which plans to launch its own service from 2016. A couple of days later, Hutchison revealed a similar partnership with electronics retailer Dixons Carphone

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:

Dixons Retail website


Currys The TechGuys
PC World Kotsovolos
Dixons PC World Business
Elkjop Electro World

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