DSG has confirmed that the Dixons name is to disappear from the High Street – the 190 Dixons stores will be rebranded “Currys.digital” and will offer a wider range of products, while the Dixons brand will be used exclusively for online retailing. The group said the makeover will cost £7m but should produce annual savings of around £3m. Little-known fact: the name ‘Dixons’ was selected for the very first shop (which sold photographic products) simply because it fitted the space available on the shopfront.
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