Dixons has said there will be no changes to its stores in the Republic of Ireland despite a decision by its parent company to rebrand its UK stores under the Currys name and transfer Dixons to being an internet-only operation.
DSG International, which operates the Dixons, Currys and PC World retail store chains in the UK and Ireland, has decided to change its channel strategy for the UK but in a statement today the company confirmed that this would not apply in the Irish market.
In the UK, the Dixons brand will now focus exclusively on e-commerce and its 190 high street stores will trade as Currys.digital. DSG said the changes would enable Currys and Dixons to more clearly differentiate their approach through two channels to market.
Declan Ronayne, general manager of DSG Retail Ireland, said: “With broadband penetration relatively low in Ireland, our strategy in Ireland remains focussed on store expansion. I can confirm that we will continue to trade Dixons, Currys and PC World from the existing store base and seek opportunities to grow our store network.”
Dixons has eight stores and four Currys outlets in Ireland. The latest Dixons stores opened in Cork and Drogheda before Christmas and additional sites are currently being assessed. DSG International employs 650 people in Ireland and last year recorded sales of €117m.
By Gordon Smith