Dixons name disappears from high street

The Dixons name is to disappear from the high street after almost 70 years, its owner revealed today.

DSG International will use the "Currys.digital" banner for its 190 Dixons stores as it merges its two core operations to create a new 550-shop division.

While the Dixons name will remain in use for DSG's e-commerce operation, the stores move ends a presence on the high street dating back to 1937.

DSG said the move gave Dixons customers access to a wider range of products, including kitchen appliances, while maintaining a focus on digital technology. The use of Currys stores meant the group's technology would be available in a greater number of sites.

Chief executive John Clare said he believed the Dixons name had a strong future as an internet operation, while Currys concentrated on the "bricks and mortar" side of trading.

He told Sky News: "The Dixons brand and the Currys brand have been around a long time and we expect them to be around for many generations to come. The web is an important part of retailing today."

The initial conversion of Dixons stores to Currys.digital is expected to start early next month. All staff working within Dixons will be transferred to Currys and DSG said it did not anticipate job cuts.

Six Dixons stores in the Republic of Ireland are unaffected by the rebranding, as are Dixons' 21 tax-free airport stores.

DSG employs more than 40,000 people at stores in the UK and Europe.

Mr Clare added: "With these changes, we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."