Electricals retailer Dixons is to close its Dixons.co.uk business as it harmonises its online and store businesses.
The electricals group took the Dixons brand off the high street six years ago as it squared up to pureplay rivals including Amazon, and distanced its bricks-and-mortar stores from price-cutting online.
Dixons increasingly offers common process online and in-store as consumers adopt multichannel retail options such as click-and-collect.
Dixons UK chief executive Katie Bickerstaff told The Times: “We want customers to have a seamless, multichannel experience that’s device-agnostic, whether they’re at home or in-store or on the move.
“We don’t see a place for Dixons.co.uk where we have our Currys.co.uk and PC World UK.
“We have done fantastic amounts of work to make sure we have fantastic pricing. I’m confident it’s the right thing to do.”
Dixons last month reported a 7% increase in like-for-like sales in the first quarter in the UK and Ireland as sales of TVs grew due to the Olympics.
Multichannel sales also climbed 48% in the retailer’s core market in the first quarter, but online-only sales such as through Pixmania and Dixons.co.uk have been declining.