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The new company began trading on the London Stock Exchange this morning (7 August). It also launched new corporate websites and a logo aimed at delivering a clear message to customers and its staff that “we are one”, according to group chief executive Sebastian James.

The seven stores can be found in locations including London, Derby and Preston. They are focused on helping customers “navigate the connected world”, offering a range of electrical and mobile products and after sales services.

The merger is aimed at exploiting the so-called “internet of things” where products from washing machines to fridges are connected to the internet and controlled by a mobile device. It will also help the companies see off the threat of online rivals such as Amazon and AO.com.

James says: “We’re creating an organisation for the future where the products are just the beginning. We will not only help customers to access the technology and the connectivity that is right for them, but also find the expertise and services that bring them to life – the first and best company to offer this complete end-to-end proposition.”        

There are plans for a further 23 combined stores by Christmas. In total, the group owns 3,000 stores under the Currys, PC World and Carphone Warehouse brands.