Former Dixons marketing director Bryan Magrath has been handed the role of commercial director for sister brand PC World Stores Group, with a brief to develop the brand internationally.
Magraths future at parent company DSG International was thrown into doubt earlier in the year when Dixons’ retail outlets were rebranded as Currys.digital (MW April 13). Dixons became an online-only brand, and responsibility for Currys was handed to marketing director Chris Matthews and brand marketing director Anna Burleigh.
But Magrath has now been tasked with overseeing PC World’s 150 UK stores, as well as outlets in Spain, France, Italy and Sweden. According to a DSG spokesman, the company has ambitious plans to expand its European network.
He adds: ‘The creation of this role is a reflection of the fact that PC World is now an international formula. Bryan is an experienced retailer and we like to retain and develop talent.’
Magrath will report to PC World Stores group managing director Keith Jones. Neil Old will remain PC World commercial director with a remit to focus on the UK. M&C Saatchi and Walker Media will continue to handle advertising and media for the brand.
DSG recently announced it is launching a service at PC World called The Tech Guys, offering technical support to customers. The sub-brand consists of a team of 2,000 engineers, a call centre based in Nottinghamshire and in-store advice centres. There are also plans to roll it out as a standalone chain of 200 stores nationwide. The service could be extended to Currys.digital stores if it is successful.
David Bugg, previously marketing director of The Link which was sold off to O2 by DSG earlier this year has been named marketing and commercial director of The Tech Guys.