Dixons and Carphone Warehouse made their merger retail reality overnight by opening Carphone shop-in-shops in Currys and PC World stores on the first formal day of the tie-up.

The newly created Dixons Carphone business, in which share dealing begins today, has opened seven shop-in-shops including one on London’s Oxford Street.

Another 23 are planned to open in time for Christmas.

Dixons Carphone chief executive Sebastian James said: “Today is a big day. Our shares officially start trading on the Stock Exchange and we are off to a flying start with the opening of our first combined shops.

“We are delivering a clear message to our teams and to our customers: we are one.

“It is testament to the excitement, enthusiasm and hard work of our teams that we are able to launch these shops today and start turning our vision into reality.

“If this is what we can achieve on the first day, then the days to come should be very exciting indeed.”

Dixons Carphone, which has a market capitalisation of £3.8bn, was created to take advantage of consumers’ growing use of connected technology, particularly smartphones, in ways barely imagined just a few years ago.

The retailer envisages a future in which mobile technology plays an integral part in everyday life and believes its combination of products, advice and service make a compelling customer proposition.

James said: “We’re creating an organisation for the future where the products are just the beginning.

“We will not only help customers to access the technology and the connectivity that is right for them, but also find the expertise and services that bring them to life - the first and best company to offer this complete end-to-end proposition.”

The combined stores opening today are:

  • Currys & PC World: 88 Oxford St, London, Greater London, W1D 1BX
  • Currys: Century Retail Park, Lower High St, Watford, WD17 2SF
  • Currys & PC World: Aylesbury Shopping Park, Cambridge St, Aylesbury, Buckinghamshire HP20 1DG
  • Currys & PC World: Cross Retail Park, Banbury, Oxfordshire, OX16 1LX
  • Currys & PC World: Shires Gare Retail Park, Leamington Spa, Warwickshire, CV34 6RH
  • Currys & PC World: Meteor Centre, Wheatcroft Way, Derby, Derbyshire, DE21 4RY
  • Currys & PC World: The Capital Centre, London Way Walton-Le-Dale, Preston, Lancashire, PR5 4AW

Dixons Carphone unveils combined stores on day one of merger