DSG hit by drop in UK sales

DSG International, owner of Currys and PC World, has seen double digital sales falls in the UK, but has been buoyed by a strong performance in the Nordic region.


In the 16 weeks to 22 August sales at stores that have been open for at least one year fell 6%, but was less than the 7% to 11% that many analysts had predicted.

Like-for-like sales in the UK and Ireland dropped by 14%, hit by a slow down in consumer spending and rising unemployment.

Its UK operations are undergoing a five-year transformation plan involving store refurbishments, a widening of product ranges and improved staff training.

In August, Currys launched a multi-channel campaign to promote its ‘We Can Help’ services.

The campaign is part of Currys’ long-term plan to shift away from price-led advertising.

This year it also stepped in to sponsor BSkyB’s flagship show The Simpsons on Sky 1, taking over from long-running sponsor Domino’s Pizza.

Meanwhile, overall DSG International’s performance was lifted by a 9% rise in store sales in the Nordic region, where it owns Elkjop, and its revamped stores in Italy where it owns UniEuro.

The second largest electrical goods retailer in Europe has also announced that plans to sell its Electro World Poland stores to IDMSA Brokerage House for just €1, as part of its strategy to exit out of underperforming markets.

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