Dixons Carphone will open a relocated Currys PC World Carphone Warehouse store on east Oxford Street tomorrow.
Including a 6,000 sq ft footprint and trading from two floors, the shop is boasting a “specialist range” of premium products – more than in a standard branch – and a greater range of accessories covering charging and storage.
There is also the biggest digital display on Oxford Street with more than 50 sq m of LED screens.
Other elements include a Dyson shop-in-shop and a Nespresso shop-in-shop open four days a week serving complimentary coffee.
Neil Hollins, executive director formats and business change, said of the location of the Carphone section at the front of the shop: “There’s a lot of competition along the street [for mobile phones], so we wanted to make sure that shoppers walking or on buses would see what we have.
”It’s also a true integration of the Currys PC World with Carphone Warehouse.”