Strategy overhaul for Dixons Group

Dixons Group is reviewing the retail design across its portfolio of store brands.

Dixons, Currys and The Link have all recently appointed design consultancies to work on potential retail formats. It is understood that the group is in discussions with additional consultancies.

Dixons is examining a range of store concepts, which may appear on the high street.

A spokeswoman for Dixons Group confirms that Fitch London is working with mobile phone store The Link, and white goods retailer Currys has appointed a retail specialist, Household.

The group has gone on record saying it is seeking to give its Dixons stores customers a more interactive and aspirational experience, using more technological features.

Checkland Kindleysides gave the Dixons stores this ‘aspirational’ facelift in late 2004, focusing on the technological aspects of the products (DW 7 October 2004). The design was rolled out to half of the 214-strong Dixons estate.

The group also continues to trial its large-format ‘Dixons xL’ retail stores, which have been designed in-house.

Chief executive John Clare has committed the group to larger scale retail sites: the company’s ‘two principal trading formats’ will be ‘big space electrical stores and PC superstores’, he said in the group’s 2004 annual report.

The group typically uses trial stores as a low-cost and low-key method of assessing formats.

Fitch London has previously worked with Dixons Group on its computer accessories retail spin-off Dongle, for which trials began last December.

Dixons Group consists of Dixons, PC World, The Link and Currys.

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