Dixons to trial design-led concept store

Dixons Retail is trialling a designer technology store under the brand name Black.

The electricals group, which owns Currys, PC World and Dixons.co.uk, is aiming to target high-end shoppers with the latest designer technology.

It also aims to entice more female shoppers who may find its bigger stores off-putting.

Black is tied to Dixons’ Currys and PC World with their brand names in the corner of its logo but has a design-led store-fit which sets it apart from the rest of the Dixons group.

The trial store is a test bed for ideas and concepts that could later be rolled out across Dixons portfolio.

A Dixons spokesman says: “It’s a new trial and we’ll see what we can learn from it. We have to keep up the competitive edge.”

The store will sell consumer electronics including tablet devices such as the iPad, laptops, TVs and designer accessories such as laptop bags.

Black will offer designer brands already sold at Currys and PC World as well as other ranges.

The concept store is part of Dixons’ transformation plan which has also seen it open dual branded Currys and PC World stores, megastores and overhaul its service offering with the introduction of Knowhow.

Black opens in Birmingham today (10 December).

The group has recently upped its marketing effort s following a partnership with Star Wars owner Lucas Film to feature R2-D2 and C-3PO in its advertising.

In its latest results from the six months to 16 October, Dixons reported much improved performance narrowing its pre-tax losses to £7.9m from £17.6m . Like for like sales also increased 2% to £1.6bn.

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