DSGi will roll out its revamped PC World shop format to the entire 160-store chain as it aims to reinvigorate flagging sales at the computing brand.

The electricals group, which also owns the Currys chain in the UK, has tested the new look in its Enfield store in north London, featuring a revamped logo, clearer sightlines and signage, new layouts and extended ranges.

Underlying profits at PC World halved to£63 million in the year to May 3, as it failed to keep up with rivals that encroached on its product areas.

Margins were hit by surplus laptop stocks, which led to greater promotions in the first half. Total UK computing sales, which include the Tech Guys, slid 1 per cent to£1.8 billion. Like-for-likes fell 5 per cent.

DSGi chief executive John Browett said: “We have concluded that the Enfield store look is no longer just going to 13 new stores before Christmas, we will roll it out to all stores, with a pause over Christmas.” He added customers had fed back that the Enfield store is “easier to shop and more fun to be in”.

Browett, who was brought in from Tesco at the end of last year, highlighted the need to reinvent PC World when he outlined his five-point, three-year turn-around strategy in May.

The group, which revealed a 30 per cent plunge in pre-tax profits to£205.3 million for the year, will also undergo a full refurbishment of its Currys and Currys.digital stores.

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