Future unclear for Dixons boss after Currys rebrand

Dixons marketing boss Bryan Magrath’s role is in doubt in the wake of parent company DSG International’s decision to axe the brand on the high street.

Magrath is understood to have been left in limbo following the announcement that the Currys brand is set to take over Dixons’ outlets, which will become Currys.digital stores. The Dixons brand will continue as an online-only offering.

Magrath is still listed as Dixons stores and marketing director at DSG head office. However, a spokeswoman for the company says that although he was an “integral part” of the process of change, a decision has not yet been made about his future role.

The Currys.digital brand will be overseen by marketing director Chris Matthews and brand marketing director Anna Burleigh.

All 190 existing Dixons stores will be rebranded. DSG says the changes will allow the Currys.digital and Dixons brands to “more clearly differentiate their approach”. Burleigh adds: “This move enables us to expand the Currys store portfolio in the UK and will make buying electricals much easier, including buying on the high street.”

The decision to rebrand the stores is expected to result in &£3m annual cost savings for the group, after an initial cost of &£7m. The exercise will begin early next month and, despite the changes, the group says there are unlikely to be mass redundancies.

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