The Carphone Warehouse name will disappear from Main Street forever after Dixons Carphone confirmed it will operate under a single brand, Currys, from October 2021. Dixons Carphone said the consolidation will enhance its omnichannel strategy, which includes physical items, in online and click-and-collect, making it easier for customers to purchase technology. All of the retailer's 300 locations will be rebranded as “Currys PC World”, and Carphone Warehouse dealerships will be merged into the larger brand. All 531 independent Carphone Warehouse stores were closed last year.
Return of Currys
Currys will also be the name used at the corporate level, replacing the more awkward 'Dixons Carphone' moniker used since the merged entity's inception in 2014. The Dixons brand was withdrawn from stores in 2006. Since Phones4U's demise, Carphone Warehouse has been the only major independent mobile phone retailer. However, it has had trouble keeping up with changing consumer habits. A saturated market and longer upgrade cycles reduce contract renewal rates, making SIM-only rates and SIM-free phones more popular, reducing margins. The company no longer has agreements with three of the four main operators, considering that these contracts are not sustainable. He believes the market is moving away from long contracts that tie airtime to specific devices and plans to launch a new flexible mobile proposition later this year. The name change is the latest phase of the restructuring program for CEO Alex Baldock, who has invested €190 million in staff training and employee programs, new services and technologies that he hopes will allow him to adapt to changing consumer habits. . A new cloud platform ensures a consistent IT environment for staff and customers across multiple channels, while investing in virtual buy and repair services. In-store technology has also been redesigned as part of a major store upgrade program. “Today is a big day for us as we become one brand – Currys,” Baldock said. “Above all, we do this for our customers. You'll see it's Currys number one, helping them from toasters to TV, laptops to laundry, fridges to floor care, cell phones to music. They will see that it is the Currys experts who help them choose, pay and get the most out of their technology. It's Currys that helps them make the most of the technology they already have, giving it a longer lifespan and bringing them all the new and exciting things. “The Currys will have a bold, modern look and feel, but this is a gear change, not a facelift. Our recent increase in investment in peer, digital and store innovation is a winning formula that our competitors cannot match and will strengthen our position as a market leader. “We are on a good run and we are going. We are always better integrating our stores thanks to our strong online business, we are investing a lot, including in our brand. We're winning with customers and we believe next year will be our most exciting yet and today's big announcement is just the beginning. "