Electricals group DSGi opened a new look Currys.digital store in Chelmsford last week as part of chief executive John Browett’s plans to lift stalling sales.

The retailer, which last week reported a group like-for-like sales slump of 7 per cent in the 16 weeks to August 23, said the radical overhaul will create a destination store for portable technology shoppers.

Almost everything in the 2,500 sq ft branch is different from a standard outlet, with changes to the logo, brand colour, internal design and product range.

DSGi has axed product categories including white goods, small kitchen appliances and personal care products. Shoppers will now find bigger ranges of laptops, games, TVs, portable audio and an enhanced accessories offer.

The fascia features the Currys.digital logo in a revised font picked out in bright red and white against a royal blue background.

Inside, the shop follows the design strategy used for the overhaul of PC World in Enfield (Retail Week, June 20), with straight lines to improve navigation, a simplified layout and greater product density, meaning the store has more items on display than in its previous incarnation.

The work was carried out by an internal team headed by DSGi managing director of airport retail Andrew Milliken and design consultancy Dalziel + Pow.

Milliken said: “The trial Currys.digital store in Chelmsford has undergone an exceptional transformation but, more importantly, it will offer customers an unbeatable combination of value, choice and service. It’s now a real destination store.”

Sales at the company’s UK and Ireland electricals business, which includes Currys and Currys.digital, were down 7 per cent like-for-like in the 16 weeks to August 23. Total sales fell 3 per cent.

At least 10 stores will be reformatted in time for Christmas, with a Currys.digital in Bluewater to be refreshed next month. DSGi is also set to unveil a large-format Currys megastore off junction 9 of the M6 in Birmingham.