Dixons, PC World and Carphone Warehouse to disappear in Currys rebrand

The retailer has more than doubled its online business during the pandemic following a boom in laptop sales as more people work from home.

Alex Baldock, chief executive, said: “We want the customer to associate Currys with everything to do with technology.”

The Currys name will appear on more than 300 sites, 13,000 staff uniforms and more than 300 delivery vans after the rebrand is completed.

Dixons Carphone will also change its name to Currys plc on the London stock market after its annual shareholder meeting in September.

Henry Curry founded Curry Cycle, a bicycle-building business, in Leicester in 1884 and later branched into gramophones, toys and radios. It was renamed Currys and floated on the stock market in 1927. A decade later, Charles Kalms opened the first Dixons photography studio in Southend. The two merged in 1984 after Currys was acquired by Dixons Retail.

The move comes after Reckitt Benckiser rebranded as Reckitt in March and Standard Life Aberdeen changed its name to Abrdn last month.