The retailer is launching the Essentials, Logik, Advent and Sandstrom brands in both PC World and Currys in a move that mirrors the supermarkets’ approach to ’good, better and best’ tiered own-brand ranges.
Essentials will offer entry-level household appliances such as kettles and fridges as well as computer related products.
Sandstrom will be the premium range including high-tech electricals such as TVs that DSGi says will compete with leading high-end consumer brands.
Anthony Morris, DSGi head of business development led the brand development and says the move to consolidate its own brand offering is the next phase of DSGi’s transformation plan and a core part of its proposition.
“We’re working hard to become more customer focussed and it’s reflected in these brands. The new own-brand portfolio helps consumers navigate the ranges on offer as previously our own-brand ranges didn’t have such a clear hierarchy,” he says.
Morris says the new own-brand portfolio is an important pillar of the business that addresses the needs of its customers and leverages the trust in the Currys and PC World brands.
The products are rolling out from August and will be in all stores by Christmas.
A marketing push for the new portfolio will be PR led but Morris adds that while future marketing plans have yet to be confirmed DSGi will be “getting behind the launch in the most effective ways.”
DSGi is also launching Goji, a fashion led accessories brand including camera cases and headphones.
The chain revealed a tie up with Phones4u to open mobile phone concessions in 50 of its stores this year.
DSGi is expected to return to its former corporate brand name of Dixons later this year.