Computer specialist Time is reigniting its retail expansion programme and aims to go head-on against Dixons' PC World.
Time, which rebranded its chain to The Computer World after buying Tiny 18 months ago, has opened only a handful of shops since the acquisition.
However, head of retail John Free plans to establish a chain of 250 stores on UK high streets in the next two years. The Computer World has 140 shops at present. Some 17 stores have already been signed and will open in the next three months.
'We have aspirations to grow to 250 stores over the next two years. We want to offer the customer a genuine and credible alternative to PC World,' said Free.
He said: 'The majority of the consolidation with Tiny is complete and we are now in a position to focus on organic growth and acquisition and to ensure we are in a strong position come the peak season.'
Free said The Computer World is under-represented in London. The Southeast will be a particular focus for expansion. New shops this year will include Kensington, New Cross, Edgware, Wandsworth, Croydon and Beckton.
A spokesman for Dixons said that any comparison between The Computer World and 141-strong PC World was 'not one that we'd recognise'.
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