Newly formed business Dixons Carphone has unveiled the first Carphone shop-in-shops in Currys and PC World stores.
Seven of the shop-in-shops opened today - the day that electricals group Dixons formally merged with mobile technology specialist Carphone Warehouse, including the one pictured above in the Currys and PC World store at 88 Oxford Street. Another 23 will be trading in time for Christmas.
The Carphone area covers 1,072 sq ft of the 4,700 sq ft store.
Features include wearable technology – the type of ‘connectivity’ product rapidly emerging and which was one of the key rationales for the merger – digital signage, prominent displays of ‘hero’ products such as Samsung phones and services such as Geek Squad and Knowhow tech support.
Dixons Carphone chief executive Sebastian James and deputy chief executive Andrew Harrison were on hand for the ribbon cutting.
Harrison said the store represented a “statement of intent for our future and how seamless product and services are becoming”.
Dixons Carphone unveils combined stores on day one of merger
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In pictures: First look at Carphone shop-in-shops in Currys and PC World
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