Dixons Carphone to rebrand as Currys

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Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone are to become one brand, it has been announced today.

Parent company, Dixons Carphone, said customers will be able to interact with one brand – Currys. The transition is starting now and will be complete by October 2021.

Alex Baldock, chief executive of Dixons Carphone, said the move will make things easier for customers who can now “interact with one brand when choosing, affording and enjoying amazing technology”

The first new-look store was revealed today in Edinburgh, transformed inside and out, along with new eye-catching uniforms and vehicle liveries.

Four brands becoming one means over 300 stores will be transformed, 13,000 colleague uniforms upgraded and over 300 vehicle liveries changed. The transition from Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone to Currys starts now and will be complete by October 2021.

Alex Baldock, CEO of Dixons Carphone, said: “Today is a big day for us, as we become one brand – Currys.

“Choosing Currys as the brand was a no-brainer. Since Henry Curry first started helping everyone enjoy the amazing technology of his day – the bicycle – in 1884, Currys has been the best-known and most trusted brand in tech.”

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