Dixons the UKs largest high street electrical chain has made a shock announcement that it intends to drop the Dixons brand from its 190 strong chain of stores.
These stores will be re-branded Currys Digital which is also owned by the same group. It's not the last you will hear from the Dixons brand name though as the company has its eyes firmly set on becoming the UKs number one online electrical retailer.
John Clare, Group chief executive of DSG international plc, the parent company, said: "I am very excited about the prospects for the Dixons brand as a pure play e-tailer.Dixons has been around since the 1940s and started out as a photography studio. The company was purchased by Currys in 1984.
This news comes out when high street and online electrical retails are having a tough time. Since 2005 electrical and appliance sales have been slow and companies with high over heads have struggled. 2006 is going to be another slow year for electrical retailers but we are expecting a pick up towards the end of the years.