Dixons Carphone rebrands all UK businesses as Currys

The rebrand will see Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone all renamed as Currys.

The first new-look store was launched today in Edinburgh with the rollout to be completed by October.

Currys will transform the interiors and exteriors of all its stores in a new purple colour scheme and introduce new uniforms and vehicle liveries.

Chief executive Alex Baldock told Retail Week: “The reason for the rebrand in the first place is that everything we’ve been doing over the past few years is to have a more joined-up business, for colleagues as well as customers. 

”People can also see that we’ve brought together selling electricals and selling mobile, selling tech and selling services, and we’re lucky enough to be leading in all of that. Customers have been served by Currys, PC World, Carphone Warehouse and they’ve had their fridge installed by Team Knowhow, and if you work in head office you work for Dixons Carphone – as we’ve brought the business together it makes sense for everyone to know that it’s all part of one brand.”

As well as the new name, Currys has announced a £190m investment in customer-facing innovations.

Baldock added: ”Alongside the rebrand, and to make sure people see that this is a real milestone, we’re putting our money where our mouth is.

”We’ve got a new website for Currys, investing in a cutting edge cloud-based platform, much easier, richer and more personalised customer experience which will be landing later in the year.

”We’re bringing online and stores closer together to become truly omnichannel – giving customers the best of both however they’re shopping on any given day. We’ve already shown the power of that through ShopLive and now we’re building on that with RepairLive – which gives the tech customers already have a longer life without having to leave their home.

”Some customers don’t want to wait for their new tech so we’ve now got order-and-collect within the hour and that’s going to keep going down. Also, no one will ever have to walk in the store and be told we haven’t got it – we’ve got endless aisle store mode technology that means basically every store carries the whole range. 

”Lastly, there’s the new mobile offer, which is a big investment on our part. We’re still super committed to mobile – all of the Carphone colleagues will come across and be Currys mobile colleagues, selling a combination of handsets, connectivity and ways to spread the cost. It’s going to be market-beating on value, transparency and flexibility.”

Currys’ investment has also been extended to its colleagues – the retailer recently announced that it was investing £25m across two years in upskilling its staff and is committed to paying the real living wage.