Specialist electricals chain Currys & PC World is piloting a new kitchen retail concept, with a stronger emphasis on design and accessories, at its Thurrock Megastore in Essex.

Currys & PC World trials housewares department

Specialist electricals chain Currys & PC World is piloting a new kitchen retail concept, with a stronger emphasis on design and accessories, at its Thurrock Megastore in Essex.

Currys & PC World  trials housewares department

The shop floor at Thurrock (pictured) has been transformed with a new layout and modern fixtures, fittings and finishes. Its range of goods has also expanded with a new housewares category, featuring over 1,000 ‘kitchen peripherals’ including cookware and kitchenware. Brands stocked include Joseph Joseph, Meyer, Sistema, Typhoon, Mason Cash, ColourWorks, Stellar, Tala and P.Sabatier. The new look will also enable the store to display complete room sets, including home kitchens, and to create a space for customers to watch product and food preparation demonstrations.

Dixons Retail UK & Ireland ceo Katie Bickerstaffe said: “This is a fantastic new department for us and I’m excited about the offer it can bring to our customers. Our inclusion of the cookware category makes us a one-stop shop for the kitchen. Why not pick out beautiful new mixing bowls and stylish chopping boards at the same time as your new stovetop and fridge? We have the biggest and most sought after brands together in one inspiring space; it’s a master chef’s haven”.

The company said: “With the white goods market becoming increasingly technology focused, this new kitchen retail space aims to capitalise on our position as the consumer electronics authority in the UK, with a leading market share in white goods.

“The new layout will inspire and excite customers, creating a concept that is more reflective of the modern home environment. This softer, more feminine approach to layout fits in with how Currys & PC World customers want to shop, encouraging browsing and accessibility.”

The trial store also features a dedicated white goods team, a KNOWHOW Hub for service advice, and a Showhow demo bar, where staff deliver demonstrations and advice specific to the major domestic appliance category. Key brands include Bosch, Samsung, Panasonic, LG, Range Master, AEG, NEFF, Hotpoint, Zanussi and Elica.

There are more than 500 Currys and PC World stores across the UK and Ireland, predominantly in out-of-town retail parks, but also in some high street and shopping centre locations. Increasingly, the two brands appear together in ‘2-in-1’ Currys PC World locations.

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