Dixons is understood to be opening a second Black store to be located in central London in the second half of this year, following the launch of its trend and fashion-led trial shop in December last year.
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Sources close to Dixons said the London store would be a “hybrid” format, combining elements from the Birmingham prototype and the group’s new Currys shops.
A spokesman for Dixons refused to confirm the plans but said the company was “happy with the performance of the Birmingham store” and added that “it was always a trial”. He said: “This means that any future store will inevitably incorporate learnings from the Birmingham concept as far as layout, design and operations are concerned.”
Dixons’ Black store in Birmingham aims to emulate the success of Apple’s stores. It is positioned as “the ultimate place to get up close with the most-wanted gadgets” and stocks brands and products with an emphasis on performance and design. It was designed to attract shoppers wanting a more inspirational environment than Currys.
The project was spearheaded by transformation director Andrew Milliken, who left the retailer in January, just a month after Black opened. He has not been replaced, and his duties are currently being shared by a group of people, marketing and property director Katie Bickerstaffe, operations director Sebastian James and format and design director Neil Hollins.
A spokesman said the transformation programme that saw the roll-out of the Currys Megastores and 2-in-1 stores is now well established, and that between four and five stores a week are currently being refurbished.
The 15,000 sq ft, three-floor Black store - which carries collections of products linked by theme such as ‘objects of desire’ and ‘driving home for Christmas’ - was created from a blueprint provided by London consultancy Household.