Currys is a British electronics specialist owned by the multinational Dixons Carphone group, which formed in 2014 following the merger of Dixons Retail with Carphone Warehouse. The Dixons Carphone cohort is comprised of Carphone Warehouse, mobile network iD Mobile, Greece’s leading specialist Kotsovolos and Nordic brands Elkjøp, Elgiganten and Gigantti. The retailer has been honing its online experience through the launch of credit accounts and AR-ready and transactional apps, and increasing its online SKU range. However, its stores have not been forgotten as its three-in-one portfolio has been overhauled to make them more interactive, through the use of play tables, experience zones and Gaming Battlegrounds, for instance, while there is increased space for connected devices and services from Team Knowhow.

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