Electricals retailer Dixons has launched a paid-for design service for suppliers including Sony in an initiative designed to improve the look and feel of in-store displays and branded areas.

Dubbed Design at Dixons, the service uses the in-house skills of the retailer’s design team that spearheaded the launch last month of the technology department at Harrods, as well as the Black format.

Design at Dixons has produced displays for Sony in 100 Dixons stores, across Currys and PC World. It has also designed a Samsung product launch that has been rolled out to 38 stores.

The initiative means suppliers are looking to Dixons as opposed to design consultancies for creative input. Dixons has historically had input in how branded goods are displayed but Design at Dixons allows the retailer to have greater control and create a new revenue stream.

A trial shop-in-shop for German supplier Miele is being developed for the Currys Megastore in Fulham.

Dixons head of design Chris Bright said: “We have developed a fantastic knowledge and skill base in-house and we are enjoying sharing our insights with our suppliers.”