Carphone Warehouse, Dixons and PC World will now just be 'Currys'

Electrical retailer Dixons Carphone has just announced it will be rebranding all of its stores to just ‘Currys’.

That means no more Carphone Warehouse, no more Dixons, no more Team Knowhow and no more Currys PC World.

Instead, by October this year, all outlets will just become Currys.

The group says the change will affect 300 stores, 13,000 colleague uniforms and over 300 vehicle liveries.

But they say it will make things easier for customers.

‘Above all, we’re doing this for our customers. They’ll see that it’s Currys, the number one, helping them from toasters to tellies, laptops to laundry, fridges to floorcare, mobiles to music,’ said Alex Baldock, CEO of Dixons Carphone

‘Choosing Currys as the brand was a no-brainer.

‘Since Henry Curry first started helping everyone enjoy the amazing technology of his day – the bicycle – in 1884, Currys has been the best-known and most trusted brand in tech.

‘Currys will have a bold and up-to-date look and feel, but this is a gearshift not a facelift. Our recently announced surge in innovation investment in colleagues, digital and stores is a winning formula that our competitors can’t match and will strengthen our position as market leader.

‘And we’re becoming one brand for our colleagues too. We’ve worked hard to become one joined-up business and becoming Currys reflects and accelerates that.’

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