PC World has promoted trading director Neil Old to the role of commercial director with responsibility for marketing.
Old replaces previous commercial director Stephen Campbell, who has been made managing director of PC City Europe.
Old will report to Keith Jones, who was made managing director of PC World last month after a stint as managing director PC City Europe.
There are more than 145 PC World stores in the UK and another six in the Republic of Ireland. The computer superstores offer more than 5,000 product lines including PCs, laptops, printers, software and peripherals, and accessories. Services include PC clinics offering on-the-spot advice, component centres that offer customers with advanced technical knowledge the chance to upgrade products, and in-store business centres offering local companies help choosing IT solutions.
PC World is part of the Dixons Group, which also owns Dixons, Currys and The Link. Dixons Group reported a nine per cent increase in sales for continuing operations to &£3.4bn for the 28 weeks to November 13, and a 23 per cent increase in pre-tax profits to &£136.5m.
Last year the group closed 106 Dixons stores – a third of the electrical chain’s retail estate – owing to disappointing sales. The retailer also returned to television advertising after a three-year break last year. It was an aspirational campaign designed to revitalise the brand.