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Is Carphone Warehouse part of Currys? In 2021, Dixons Carphone PLC rebranded to Currys PLC; whilst brands like Currys PC World and Team Knowhow rebranded under one new brand called Currys. A number of other brands at Currys PLC – like Carphone Warehouse – remain the same, but all work together to help customers enjoy tech.
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May 13, 2021 · Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone become one brand. Unveiled today, launching October 2021. The move makes things easier for customers who can now interact with one brand when choosing, affording and enjoying amazing technology.
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News
By Steve McCaskill
published 14 May 2021
Currys rebrand coming in from October 2021
(Image credit: Dixons Carphone)
The Carphone Warehouse name is set to disappear from the high street forever after Dixons Carphone confirmed it will operate under a single brand, Currys, from October 2021.
Currys will also be the name used at a corporate level, replacing the more awkward ‘Dixons Carphone’ moniker that has been in use since the merged entity came into existence back in 2014. The Dixons brand was retired from stores back in 2006.
Since the demise of Phones4U, Carphone Warehouse has been the only major independent mobile phone retailer on the high street. However it has struggled to cope with changing consumer habits. A saturated market and longer refresh cycles are lowering contract renewal rates, making SIM only deals and SIM-free phones more popular, squeezing margins.
The company no longer has agreements with three of the four major operators, believing these contracts to be “unsustainable.” It believes the market is shifting away from lengthy contracts that tie airtime to specific devices and plans to launch a new, flexible mobile proposition later this year.
The rebrand is the latest phase of CEO Alex Baldock’s turnaround programme, which has seen £190 million invested in staff training and employee programmes, new services, and technology that it hopes will allow it to adapt to changing consumer habits.
A new cloud platform ensures a consistent IT environment for staff and customers across multiple channels, while there has also been investment in virtual shopping and repair services. In-store technology has also been revamped as part of a major store upgrade programme.
“Today is a big day for us, as we become one brand – Currys,” declared Baldock. “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.
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Carphone Warehouse is a mobile phone retailer based in London, United Kingdom. In August 2014 the company became a subsidiary of Currys plc (previously named "Dixons Carphone"), which was formed by the merger of its former parent Carphone Warehouse Group with Dixons Retail.
May 13, 2021 · Electrical retailer Dixons Carphone has just announced it will be rebranding all of its stores to just ‘Currys’. That means no more Carphone Warehouse, no more Dixons, no more Team Knowhow...
May 13, 2021 · Currys PC World and Dixons, alongside mobile phone retailer Carphone Warehouse and service partner Team Knowhow, will all become known as Currys by the end of October, with a visual identity developed by FutureBrand and relaunched website.
May 13, 2021 · The Carphone Warehouse and Dixons brand names are set to be consigned to history after Dixons Carphone, the parent of both, announced it would rename itself Currys.
