(Alliance News) - Dixons Carphone PLC on Thursday unveiled plans for a rebrand and a name a change to Currys PLC.
The move forms part of the electronics retailer's plans for its units Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone to all trade as Currys. This rebrand will launch in October.
"The move makes things easier for customers who can now interact with one brand when choosing, affording and enjoying amazing technology," the company said.
The Currys brand dates back to 1884, Dixons Carphone said.
"Currys is more than just a new name. This milestone is part of a recently announced GBP190 million surge in innovation investment in 2020/21, a focus of which is to make shopping with Currys even easier for customers," Dixons Carphone added.
Recently, the company has announced plans to close its travel retail arm, Dixons Travel, and all its Carphone Warehouse stores in Ireland. In March 2020, the retailer announced plans to close all of its UK standalone Carphone Warehouse stores.
Thursday's rebrand plans were hailed a crucial step and highlighted the progress on its "omnichannel transformation". The name change is expected to take effect in September.
Chief Executive Officer Alex Baldock added: "Above all, we're doing this for our customers. They'll see that it's Currys, the number one, helping them from toasters to tellies, laptops to laundry, fridges to floorcare, mobiles to music. They'll see it's Currys' experts who help them choose, afford and enjoy their tech to the full. It's Currys which helps them get the most out of the tech they already have, giving it longer life as well as bringing them all the exciting new stuff."
The company reports on its full year results on June 30. In April, Dixons Carphone said it saw a double-digit sales increase towards the end of its financial year.
In the 25 weeks to April 24, the company's electricals revenue was up 12%, helped by an 11% hike in the UK & Ireland arm and a 14% rise in the International unit. In the 51 weeks to April 24, revenue was 14% higher.
Shares in the company were 1.7% lower at 131.34 pence each in London on Thursday morning.
By Eric Cunha; ericcunha@alliancenews.com
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