Dixons Carphone launches new flagship in London

Dixons Carphone unveiled a new 3-in-1 flagship store on Oxford Street in London yesterday (Thursday June 30).

The specialist electrical and telecommunications retailer said the shop, which merges the PC World, Currys and Carphone Warehouse brands in one central London location, is its most innovative yet – and will serve as a model for future high street 3-in-1 stores with, successful elements also being rolled out to the wider estate.

The branch is designed with busy Londoners and visitors to the capital in mind, offering a range of premium products with a focus on take away items.

Several new store concepts and features have been introduced including a digital feature wall, billed as the biggest screen on Oxford Street, with over 20sq m of LED screens delivering 4k content reflecting product categories, brands and offers through 4.3 million pixels.

There is also an improved interactive camera display, enabling customers to experience and compare cameras, new Dyson and Nespresso stores-within-a-store, and a greater range of accessories and wearables, with a new Headphone Wall and Smart Watch Wall.  

The store includes  the first combined PC World Business and KnowHow consultation space, which is also fitted with charging points for customer convenience, and a dedicated multiplay offering, serving customers’ connectivity needs including TV and broadband bundles, connected devices, and on-demand content.

Dixons Carphone group chief executive Sebastian James said: “I’m very excited to be opening our new Oxford Street store, which brings together our latest thinking in Currys, PC World and Carphone Warehouse on the high street.

“Oxford Street is one of the most iconic shopping destinations in the world and it seems apt that we are launching a flagship store here. We have designed a real destination store that’s full of innovation and technology firsts that I’m sure our customers will love.

“The retail environment continues to evolve and we know that our customers are incredibly discerning. So we need to provide an exciting, engaging and connected shopping experience, combined with competitive pricing and excellent service. We hope our customers will agree that Oxford Street provides all that and more – and we look forward to helping them in store.”

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