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Dixons.co.uk to close its online doors

Dixons Retail has announced that its namesake online website, Dixons.co.uk, will be closing its virtual doors to the UK as of tomorrow as the company has decided to close down the brand of its electrical retailing empire to focus its online energy on its other brands.

Dixons Retail also owns the PC World and Currys brands of stores and online websites, so the company has taken the decision to close the less well-known of its brands and to focus on the Currys and PC World products.

Dixons Retail also owns Dixons Travel, Currys, Currys.digital, PC World, Equanet and Electro World stores along with many other brands across Europe, including Pixmania and Advent Computers.

In 2006 Dixons re-branded itself as Currys Digital as it took its original brand to a purely web-based branding so that Dixons.co.uk was the leading online source, but with the company’s PC World and Currys becoming the more prominent brands the Dixons name has become the redundant branding for the group.

Closure of the site will allow parent company Dixons Retail to focus on competing against its rivals, most notably other powerhouse online brands like Amazon and eBuyer.

With the final days coming for Dixons.co.uk and the site closing tomorrow it’s not all bad news, as the PC World and Currys homepages will be treated to a makeover.

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