Dixons Carphone brands merge to become Currys in £200m overhaul of stores, staff and sites

Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone are to become one brand, it has been announced today (13 May).

Parent company, Dixons Carphone, said customers will be able to interact with one brand – Currys – in stores, online, over the phone and on the doorstep when choosing “amazing technology”, it said, “with a surge of innovation investment making the experience even easier for customers”.

The transition is starting now and will be complete by October 2021.

Currys will have a bold new look. Staff across the four current brands (Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone) will be united and there will be major upgrades to stores, vehicles, uniforms and technology; the uniforms include improvements on fit and wearability, and the vehicle liveries include designs for the brand’s new all-electric fleet.

Over 300 stores will be transformed inside and out during the project; the first new-look store was revealed today (13 May) in Edinburgh.

“Currys is more than just a new name” the retail giant said. “This milestone is part of a recently announced £190m surge in investment in 2020/21, a focus of which is to make shopping with Currys even easier for customers.”

There are a number of big changes, including a new Currys website, hosted on a cutting-edge cloud-based platform enabling better content, more personalisation and a slicker, quicker experience. Colleagues’ tablets in stores will also be upgraded to a new platform.

The retailer will extend the possibilities for customers to try products before they buy – for example, powering multiple smart products in stores for the first time and upgrading content on interactive customer-facing digital screens to show how products work, such as the steam function of washing machines.

Alongside the existing ShopLive (the 24/7 live video shopping service), there’s also the launch of RepairLive – a virtual repair service to help get tech up and running again without the need for a home visit. This is currently being piloted.

In addition, Currys will invest nearly £25m over two years in skills, wellbeing and reward programmes for colleagues. This also involves them being given new tools and training to help customers understand the environmentally sustainable product choices on offer. That includes helping customers consider a repair rather than an upgrade, and when new is needed, it means explaining the trade-in and recycling options.

Alex Baldock, CEO of Dixons Carphone, said “today is a big day, as we become one brand – Currys”.

“Above all, we’re doing this for our customers,” he said. “They’ll see that it’s Currys helping them from toasters to tellies, laptops to laundry, fridges to floorcare, mobiles to music. They’ll see it’s Currys’ experts who help them choose, afford and enjoy their tech to the full. It’s Currys which helps them get the most out of the tech they already have, giving it longer life as well as bringing them all the exciting new stuff.”

Mr Baldock added that choosing Currys as the brand was “a no-brainer” and the bold new look “is a gearshift not a facelift” – something he believes will strengthen the company’s position as market leader, he said.

“We’re on a roll, and we’re going for it,” he continued. “We’re joining up our stores ever better with our strong online business, we’re investing hard, including in our brand. We’re winning with customers, and we reckon the year ahead will be our most exciting yet and today’s big announcement is just the beginning.”