Dixons Carphone to become Currys in move to single brand

Dixons Carphone said it would change its name to Currys and replace all its brands with the Currys label to trade under a single identity.

The electricals retailer said it would scrap the Currys PC World, Carphone Warehouse, Dixons Carphone and Team Knowhow names by October 2021 with all its operations as Currys. The Currys name dates back to Victorian times and was the name of an electricals chain bought by its rival Dixons in 1984.

Currys kept its name and in 2006 Dixons scrapped its own brand in favour of Currys.digital. Dixons Carphone adopted its corporate name when Dixons bought Carphone Warehouse in 2014. The takeover has proved to be troublesome and Dixons closed all standalone Carphone Warehouse stores in 2020.

Dixons Carphone said: "Consumers have a deep affection for Currys, a trusted brand providing vital technology to customers to enrich their lives since 1884. Under one brand, Currys will continue to bring the best of stores and online together."

The company said a single name would make it easier for consumers to do business with an identifiable brand. The change will require revamps at more than 300 stores, upgrades to 13,000 employee uniforms and changes to the paintwork on more than 300 vehicles.