Pixmania, the etailer owned by electricals group Dixons, is to extend its range of product categories as it seeks to establish leading positions in new fields.

The online business, which operates in 26 countries including the UK, and was originally a technology specialist, intends to generate 25% of sales from other product areas within two years, compared with 10% now.

Pixmania has been bolstering its range over the past 18 months and sees more opportunities both to sell directly to consumers and to allow other businesses to use its Marketplace facility.

A fortnight ago the retailer introduced luggage, including brands such as Samsonite, and the next focus will be on sports goods and equipment, which will be launched next February or March.

Pixmania managing director Ulric Jerome said buying for the sports range - which will be a mixture of marketplace and direct offer - was under way. Sports goods will include shoes, clothing and technical products from about 30 brands.

Jerome said that Pixmania’s strategy was to be a market leader in the categories it sells. “We don’t see ourselves as a generalist but as a specialist,” he said. “We only want to be in the top two.”

He said the launch of Marketplace and introduction of new product areas had allowed the number of SKUs carried by Pixmania to be increased from 40,000 three years ago to 1.5 million now.

The etailer’s customer base is split almost 50:50 men and women, compared with 70% male two-and-a-half years ago, thanks in part to range extensions into areas such as baby goods.

At present, France accounts for a third of Pixmania’s revenues. The UK, where it has 1.7 million customers, is its second biggest market.

Pixmania also has a small number of stores - 17 in total - in countries including France and Spain. The newest has just opened in Brussels.

Jerome said there were no plans to open shops in the UK.