Parent company makes retailer an online only operation

The Dixons name is to disappear from UK high streets as of May, under plans by owner DSG International to turn the brand into a pure e-commerce operation.

All 190 existing Dixons high street stores will be rebranded as Currys.digital and will offer customers a wider range of products and services, including major and small appliances, while retaining a strong focus on digital technology, the firm said.

The cost of the changes are expected to be around £7m, but DSG believe they will result in annual savings of £3m.

John Clare, group chief executive of DSG, said: "I am very excited about the prospects for the Dixons brand as a pure play e-tailer. With these changes we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."

Dixons' existing e-commerce operation has recorded on average more than 50 per cent year on year sales growth over the last four years, DSG claimed.

The initial conversion of existing Dixons stores to Currys.digital is expected to start in early May, and all staff currently working within Dixons stores are expected to transfer to Currys as part of the process.