Dixons expands buoyant @Jakarta computer arm

Dixons is to expand its fledgling computer games chain @Jakarta after the sector proved to be one of the few retail success stories of a dire Christmas period.

The company, which announces its holiday trading results this week, will open three more specialist @Jakarta outlets before the end of the financial year in April.

The three 2,500-3,000 sq ft stores will open in Leeds, Cribbs Causeway in Bristol and the new Bluewater retail development in east London, and sell games, PC software and accessories.

The move will give the @Jakarta chain five outlets following the launch of two trial stores at the Thurrock Lakeside shopping centre and in Brighton, on November 22 and December 4 respectively.

Dixons says it will put more resources into the @Jakarta Website. Online sales are expected to develop, alongside the current mix of news, reviews, competitions and features.

The investment follows a strong performance in the computer sector amid gloomy trading results elsewhere on the high street.

Electronics Boutique, another specialist computer games retailer, also reported buoyant trading figures, with sales up 11 per cent compared with December 1997.

Industry body the British Retail Consortium said this week that, apart from computers, toys, books, and mobile phones, Christmas sales mirrored the “blood bath” predicted by Marks & Spencer chairman Richard Greenbury last November.

Sales in the computer sector have been boosted by cut-price PCs and the launch of games such as Fifa ’99, Tomb Raider III and The Legend of Zelda.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here