Currys relaunches as sole brand, axing PC World and Carphone Warehouse

Alex Sword


The Financial Services Forum

Currys PC World and Carphone Warehouse’s products and services will all be sold under the old brand Currys in a rebrand completed this week.

In an email to customers, the company said the rebrand would allow them to offer a range of services in one place and under one name, including “expert face-to-face advice” and “set-up, services, recycling and support you can rely on”.

The rebrand, which also includes the repair service Team KnowHow, has been accompanied by an ad campaign which focuses on the importance of involving experts, depicting a range of DIY projects going wrong. The campaign was created by AMV BBDO.

Dixons Retail, the owner of Currys and PC World, and mobile phone retailer Carphone Warehouse announced in 2014 they would merge in a deal worth £3.8bn, becoming Dixons Carphone.

The move is a recognition of technology moving on. The term “carphone” has become increasingly obsolete since the 1990s, when mobile phones became more affordable, while the once commonly used “PC” has also fallen out of favour has people have moved towards using laptops and high-performance tablets.

Previous article

Starling to sell "banking as a service" platform in Europe

Next article

OPINION How the single customer view can make insurance marketing more effective

Get access to valuable thought leadership from the financial services marketing industry

Keep up-to-date with current trends and changes across marketing and financial services is vital in this fast-moving business environment.