Dixons Carphone will up the stakes against John Lewis by extending its free warranty proposition as it seeks to double the value of the company.

The extension of its warranties is being supported by the rolling out of more free deliveries and the comparing of prices against Amazon.

Dixons Carphone group chief executive Sebastian James said: “I think we can double the value of the company by continuing to drive price, service and market share and making sure anywhere where our competitors are strong we can match or beat them.”

As part of the strategy Dixons Carphone has begun rolling out free warranty on high value products to take on John Lewis. 

James said: “We know John Lewis has had free warranty for a while and we think it is important we offer free warranty for all the top-end TVs and washing machines and we will extend that programme next year.”

Dixons Carphone will also extend the breadth of its free delivery proposition in the coming years.

Amazon’s reputation as the price leader is also being put in the spotlight by Dixons Carphone with the launch of its much-delayed ‘Compare Prices’ app.

The app will compare prices on products ranging from fridges to tablets to prove Dixons Carphone is “in line or even cheaper than Amazon pricing”.

The app was initially due to launch in September of last year and has now been soft launched without any marketing spend as the retailer seeks to iron out any glitches.  

James said: “All the time we are thinking where our competitors are strong, where can we be stronger and where are we strong against our competitors?”

Underlying profit before tax increased 30% to £78m for the 31 weeks ending November 1, while group like-for-like revenue increased by 5% during the period.