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- This article is about Dixons, the UK electrical retailer. For the parent company, formally known as Dixons Group plc, see DSG International plc.
Dixons is an electrical retailer in the UK and Republic of Ireland, and is owned by DSG International plc (formerly Dixons Group). With its origins in a photographic shop opened by Charles Kalms, the chain now has a store in most towns and cities across the UK and Ireland. On April 5 2006, Dixons announced that they were removing the brand from the high street (except in Ireland) and would only be using the Currys brand, branded as Currys.digital.
Origins
The first Dixons was opened by Charles Kalms in Southend as a photographic studio in 1937. The business flourished during the Second World War, as there was much demand for photographic services and family portraits. By the end of the war Kalms had opened seven more studios in the London area. Unfortunately for Kalms, the demands for portrait services decreased considerably after the war, and he was forced to close all but one studio in Edgware, north London. The company was taken over by his son Stanley Kalms, who was chairman until recently, and remains president for life.
Reputation
The retailer has long suffered the reputation that its staff are unhelpful **.
In November 1998 Dixons came under fire because of the prices it was charging for personal computers. Peter Mandelson said he was worried that consumers were getting a "raw deal" because of the store's dominant position in the market Intel's chief executive at that time, Craig Barrett, said that Dixons charges "ridiculous margins" Intel Architecture Business Group said "Dixons has classic channel presence and can determine what gets sold at what price." Dixons responded that it could not make sense of the comments. The Consumers' Association said "Dixons controls over half of the high street distribution of PCs and they seem to be using this enormous market power to keep prices to consumers high" and has a "monopoly position in the high street" *." target="_blank" >Criticism continued into 2000 when competitor John Lewis, with the support of two Members of Parliament, accused Dixons of stifling competition in the market by striking anti-competitive deals with suppliers [http://www.findarticles.com/p/articles/mi_qn4158/is_20000409/ai_n14298977.
The retail chain was criticised by the Consumers' Association in 2003 for the way staff pressured customers (through "dodgy sales tactics"and "dubious practices"**," target="_blank" > an issue which was widely reported in the press ******," target="_blank" >with Dixons facing particular criticism by virtue of supplying one-in-four of all extended warranties *.
Also in 2003 The Daily Telegraph and The Independent reported that the chain had been selling used goods Dixons had been investigated by more than twenty-two of thirty county trading standards offices; in the previous two years thirteen counties had prosecuted the company and five had issued formal cautions, another 12 were contemplating prosecution Advertising Standards Agency judged were misleading ***" target="_blank" >and advertised in-store credit in a way that the Office of Fair Trading ruled unlawful [http://66.102.9.104/search?q=cache:-n5VNWk9w-UJ:https://www.oft.gov.uk/News/Press%2Breleases/2002/PN%2B20-02%2BCompanies%2Bamend%2Bmisleading%2Binterest%2Bfree%2Bcredit%2Bads.htm+site:www.oft.gov.uk+dixons+%22break+the+law%22&hl=en.
In January 2006 the BBC1 consumer rights programme Watchdog reported that Which? magazine had found Dixons the 5th worst retailer in Britain.
Departure from the High Street
On April 5 2006, Dixons announced that they were removing the brand from the high street and would only be using the Currys brand, branded as Currys.digital. This was said to signal a shift to more internet based selling and to "reduce confusion". Dixons stores would be retained in Ireland, and other locations such as airports. The new currys.digital stores are now open.
External links
"Dixons"