The Link (retailer)

The Link was an internet based mobile phone and communications retailer in the United Kingdom. It was owned by Dixons Retail, the United Kingdom's largest consumer electronics retail group, and operated online with a dedicated retail website, which in addition to mobile phones also offered satellite navigation systems and broadband Internet services.

The brand was previously used for a chain of mobile phone retail stores, which (from 1997) were 60% owned by DSGi, and 40% owned by O2, the telecommunications company. At the time of The Link's retail store operation, O2 was a subsidiary of BT Group, but the network is now owned by Telefónica of Spain.

In June 2006, the retail store network was taken over by O2; The Link's website, which remains owned by DSG, continued to trade independently of the stores. In September 2010, The Link website went offline, and ceased taking new orders, directing customers to visit the site of sister firm Currys.

History

DSG International opened the first branch of The Link in October 1994, due to the demand for mobile phones and other communications products. DSG International also sells mobile phones in its Currys Digital (formerly Dixons) and

O2 buys out DSGi share

On 21 June 2006, DSGi sold their 60% share of The Link to O2 for £30 million. The deal included all of The Link's stores.[3] O2's purchase of The Link meant that some stores were rebranded as O2, whilst non retained sites were sold to others.

Shortly after DSGi selling its share of the company, Fagan left the company in September 2006 to become managing director of Boots Opticians and Nick Wood returned. Wood quickly made his mark, applying an easier to understand commission structure, placing "live" models of phones in stores, and expanded the product range to include MP3 players and Satellite navigation systems.

Overall, of the 295 Link stores, around half were rebranded as O2, with the majority of the remainder being sold to competing telecoms retailers such as Orange, T-Mobile, Phones 4U, and 3, with three in particular being able to expand their previously smaller store network significantly with a number of former Link sites. In some cases, such as the Bexleyheath Shopping Centre, O2 moved from their own previous site to the Link site, and released their previous store to another operator, in the case of Bexleyheath, this was 3.

A small percentage of sites were closed or sold to non mobile phone related companies, such as Costa Coffee. The majority of Link staff in these stores remained employed by the new store owners, under Transfer of Undertakings (2006) United Kingdom regulations.

Online only trading

By 31 January 2007, The Link brand was no longer on the high street and became an internet brand. TheLink.com[4] and TheLink.co.uk[5] were retained by DSGi following the sale of the physical business to O2.

The websites continued selling pay monthly and pay as you go mobile phones on Orange, T-Mobile, Vodafone, Virgin Mobile and Three, as well as mobile broadband and mobile services. The Link also offered a range of portable consumer electronics, such as iPods, Sat Navs and Laptops, as well as LCD televisions; these products were available either as gift incentives with mobile phone contracts, or for separate purchase.

In September 2010, The Link website went offline, and was replaced with a link to the Currys webpage.

fate	Stores: Renamed (2006);<BR>Web: Closed (2010)
successor	O2 (retail stores)
foundation	October 1994
defunct	21 June 2006 (stores);<BR>September 2010 (internet)
location	United Kingdom
industry	Mobile phone retailer
products	Mobile Phones, Mobile Broadband, Mobile Services & Portable Consumer Electronics
parent	Dixons Retail

The Link (retailer)

History

Online only trading

Competition

External links

References