DSGI teams up with Phones4u

DSGi, the electricals group which owns Currys and PC World, has signed a deal with Phones4u to open concessions in 50 of its stores.

Currys, PC World, Phones4u
Currys, PC World, Phones4u

The outlets will operate under the “Phones 4u at Currys” brand name and be staffed by Phones4u employees.

The deal follows a trial in five Currys megastores and DSGi and Phones4u plan to roll out to all Curry’s megastores and superstores, as well as PC World superstores and DSGi’s combine Currys and PC World sites.

The brand partnership is part of DSGi’s ramped up transformation plan amid increased competition in the electricals retail sector since US chain Best Buy opened in the UK.

Tim Whiting, Phones 4u chief executive, says: “The partnership fits perfectly into our strategy to broaden Phones4u’s customer base and increase our market share as we move further into 2010.”

Best Buy is part owned by Carphone Warehouse in the UK. It currently operates 3 stores in the UK with two further sites due to open shortly.

Asda revealed plans to open 150 Asda Phone Shops offering a range of networks and offers within its supermarkets over the next two years. The venture pits Asda against specialist mobile phone retailers as well as rival supermarket Tesco which offers its own mobile proposition.

DSGi is also poised to return to its former corporate brand and operate under the Dixons name.

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