DSG revertsto Dixons in name swap

DSG International will revert to being called Dixons Retail after shareholders yesterday approved the plans at the electrical group’s AGM.

The rebranding to DSG was aimed at being more appealing to an international market but the move has fallen flat.

The company, which owns Curry’s and PC World, has been forced to restructure its overseas business, closing stores in Italy and Spain and selling its Polish and Hungarian chains.

Last week the company reported that sales of flatscreen TVs jumped 40 per cent on the back of its World Cup promotion.

Meanwhile total sales across the group rose by three per cent.

That included sales at its Nordic Elkjop business, as well as stores in Greece and Italy. Sales over the internet rose by 12 per cent over the period.

DSG said that its retail partnership with Phones4U will mean that it will have 50 mobile shop-in-shops in time for Christmas.

Its name change back to Dixons is seen as a way of improving brand awarenesss and to provide a launching pad for further sales increases across its businesses.