Currys plc

Corporate brand

Currys plc is a British multinational retailer and services group specialising in consumer electronics, household appliances, computing, telecommunications and related support services.

Last updated October 19, 2026

AI crawler reads

No AI crawler has read this profile since Oct 28, 2026.

Overview

Currys plc is a United Kingdom-based multinational retailer and services company focused on technology, electrical goods and connected-home products. The group was created in 2014 through the merger of Dixons Retail and Carphone Warehouse Group, forming a business that combined large-format electrical retail, mobile-phone distribution and technical support. The merged company initially traded as Dixons Carphone plc and was renamed Currys plc in September 2021. The company operates primarily through the Currys brand in the United Kingdom and Ireland and through the Elkjøp Nordic group in Northern Europe. Its Nordic retail brands include Elkjøp in Norway, Elgiganten in Sweden and Denmark, and Gigantti in Finland, alongside franchise operations using related branding in Iceland, Greenland and the Faroe Islands. The group has also operated mobile and service brands, including iD Mobile in the United Kingdom and Carphone Warehouse as an online mobile-phone retailer after the closure of its standalone stores. Currys sells a broad range of televisions, computers, tablets, smartphones, gaming equipment, cameras, audio products, kitchen appliances, laundry appliances, heating and cooling equipment, smart-home devices and accessories. Its proposition extends beyond product sales through installation, repairs, technical assistance, warranties, insurance-related services, recycling, connectivity and other support offerings. This combination of retail and services is intended to reduce reliance on individual product cycles and to support customers throughout the ownership of technology and appliances. The group has undergone substantial structural change. Its mobile-phone business was affected by slower handset-upgrade cycles and the shift toward online purchasing. In April 2020, the company closed 531 standalone Carphone Warehouse stores, eliminating approximately 3,000 related positions. During the COVID-19 period it also announced further job reductions and organisational changes intended to simplify management and give larger stores greater operating autonomy. The subsequent Currys rebrand consolidated several United Kingdom retail identities, including Currys PC World, under one consumer-facing name. Currys has also narrowed its geographic footprint. In 2023 it announced the sale of Kotsovolos, its Greek and Cypriot business, effectively ending its presence in southeastern Europe and leaving the United Kingdom, Ireland and Nordic markets as its principal operating territories. The company remains a major specialist electrical retailer, competing with online marketplaces, general merchandise retailers, mobile operators, appliance specialists and national electronics chains. Its strategic priorities have included improving omnichannel retail, strengthening services, managing inventory and margins, and making stores more useful for product advice, fulfilment and after-sales support.

History

Currys plc emerged from the consolidation of two established British retail businesses: Dixons Retail, a specialist in electrical goods, and Carphone Warehouse Group, a major mobile-phone retailer. Following shareholder approval in July 2014, the £3.8 billion merger completed and the combined business began trading on 7 August 2014 as Dixons Carphone plc. The new group brought together large-format stores, mobile-phone concessions and technical-support capabilities. At launch, Carphone Warehouse concessions were introduced in a number of PC World and Currys locations, illustrating the intended integration of the two businesses. The group initially pursued a broad technology and connectivity proposition. It retained major retail identities in the United Kingdom, including Currys, PC World and Carphone Warehouse, while operating Nordic businesses under the Elkjøp, Elgiganten and Gigantti names. In 2016, it expanded its connected-home ambitions through a partnership with energy supplier SSE. The strategy reflected a wider industry shift from isolated appliances and devices toward connected products, installation and ongoing services. Leadership changed in 2018 when Sebastian James left the chief executive role to join Boots UK. Alex Baldock, formerly chief executive of Shop Direct, succeeded him. During this period the mobile-phone market became more difficult. Customers delayed handset upgrades, handset technology matured and online purchasing intensified competitive pressure. These trends contributed to weaker profits and a sharp share-price reaction in 2019. The company also faced regulatory and data-governance problems. In 2018, the Information Commissioner imposed a fine following unauthorised access to personal data involving more than three million customers. A further breach disclosed the same year was initially said to affect 1.2 million customers, with the reported number later revised to approximately ten million. In 2019, the Financial Conduct Authority fined Dixons Carphone for Geek Squad sales practices. The regulator concluded that staff had been trained to sell policies to some customers who already possessed relevant insurance cover. The COVID-19 period accelerated the group's operational restructuring. In April 2020, it closed 531 standalone Carphone Warehouse stores that were principally focused on mobile devices, eliminating around 3,000 associated roles. The company attributed the decision mainly to customers' shift to online channels and lower upgrade activity. In August 2020, it announced a further 800 job cuts and changes to the management and operating model of larger stores. The stated aim was to simplify the structure, give store leaders more authority and make shopping easier for customers. In September 2021, Dixons Carphone plc adopted the name Currys plc. The rebrand consolidated several United Kingdom retail identities under the Currys name, although the group continued to operate distinct Nordic brands and retained selected specialist services and digital propositions. The move was intended to create a clearer consumer-facing identity across stores and online channels. Currys subsequently concentrated its geographic portfolio. In 2023, it announced the sale of Kotsovolos, its Greek and Cypriot business, withdrawing from southeastern Europe. The remaining principal markets were the United Kingdom, Ireland and the Nordic countries. The group continued to combine product retail with installation, repairs, technical assistance, connectivity, recycling and other ownership services. Currys has remained subject to strategic and ownership interest. Frasers Group acquired a stake during 2023, and in early 2024 Elliott Investment Management was reported to have explored an acquisition. Currys rejected the reported approach, while investors discussed whether the proposed valuation adequately reflected the company's assets and prospects. The group therefore entered the current period as a focused Northern European technology and electrical retailer, balancing physical stores with online commerce and service-led revenue opportunities.

2024
Reported Elliott approach rejected
[1]Currys plcen.wikipedia.org
Currys rejected a reported acquisition proposal from Elliott Investment Management.
2023
Kotsovolos sale announced
[1]Currys plcen.wikipedia.org
Currys announced the sale of its Greek and Cypriot business and its withdrawal from southeastern Europe.
2021
Corporate rebrand to Currys plc
[1]Currys plcen.wikipedia.org
Dixons Carphone plc adopted the Currys plc name and consolidated several United Kingdom retail brands under Currys.
2020
Standalone Carphone Warehouse stores close
[1]Currys plcen.wikipedia.org
The company closed 531 standalone mobile-focused stores and removed approximately 3,000 associated positions.
2018
Alex Baldock becomes chief executive
[1]Currys plcen.wikipedia.org
Alex Baldock succeeded Sebastian James as chief executive.
2016
Connected-home partnership announced
[1]Currys plcen.wikipedia.org
The group partnered with SSE to provide connected-home services in the United Kingdom.
2014
Dixons Carphone merger completed
[1]Currys plcen.wikipedia.org
Dixons Retail and Carphone Warehouse Group combined, and the merged company began trading on 7 August.

Products and positioning

A large omnichannel specialist retailer combining consumer-electronics and domestic-appliance sales with technical support, installation, connectivity and after-sales services.

Consumer-electronics and appliance retail · 2021
Currys
Currys is the group's principal consumer-facing retail brand in the United Kingdom and Ireland. It sells home entertainment, computing, mobile devices, gaming products, domestic appliances, smart-home equipment and accessories through stores and digital channels. The brand also supports product installation, repairs, technical assistance, recycling and other services intended to extend the customer relationship beyond the initial sale.
Consumer-electronics and appliance retail
Elkjøp
Elkjøp is the group's Nordic retail identity in Norway. It offers televisions, computers, phones, appliances, gaming products, audio equipment and connected-home goods, supported by stores and online commerce. It forms part of the Elkjøp Nordic operating structure.
Consumer-electronics and appliance retail
Elgiganten
Elgiganten operates in Sweden and Denmark, selling consumer electronics, computing products, mobile devices, entertainment equipment and household appliances. Related franchise operations use the brand in selected Nordic territories.
Consumer-electronics and appliance retail
Gigantti
Gigantti is the group's Finnish retail brand. Its range includes major and small appliances, computing, mobile products, televisions, gaming, audio and other household technology, sold through physical and online channels.
Mobile telecommunications
iD Mobile
iD Mobile is a United Kingdom mobile virtual network operator associated with Currys. It provides mobile connectivity and handset-related propositions, allowing the group to participate in recurring telecommunications services as well as device retail.
Mobile-phone retail
Carphone Warehouse
Carphone Warehouse was the group's mobile-phone retail identity and a major part of the business created by the 2014 merger. Its standalone stores in the United Kingdom were closed in 2020, after which the operation continued primarily through online retail and related mobile propositions.

Controversies

2020
Dixons Carphone fined over data breach
The U.K. Information Commissioner's Office fined Dixons Carphone £500,000 over a data breach involving 5.6 million credit cards. The source says attackers accessed payment card details and personal information; it does not specify the date the fine was imposed.
Source
2019
Geek Squad insurance-sales enforcement
The Financial Conduct Authority fined Dixons Carphone for sales practices involving Geek Squad policies. The regulator found that staff were trained to sell cover to customers who already had insurance. The company did not contest the findings and received a discount for early settlement.
Source
2018
Customer-data access incident
The Information Commissioner fined the group £400,000 after unauthorised access to personal data involving more than three million customers in a 2015 incident.
Source
2018
Further customer-data breach
A further breach was disclosed in June 2018. It was initially reported to affect 1.2 million customers, with the figure later increased to approximately ten million.
Source

2021Currys brand consolidation
United Kingdom · Ireland
The company replaced several former United Kingdom retail identities with the Currys name, creating a unified consumer brand across physical and digital retail.
Outcome. The corporate and retail rebrand was completed in September 2021.
Source

Brand decisions

2023
Sell Kotsovolos and exit southeastern EuropeM&A
Background
Currys reviewed its geographic portfolio and chose to focus on the United Kingdom, Ireland and the Nordic region.
Action taken
The company announced the sale of its Greek and Cypriot business, Kotsovolos.
Aftermath
The group withdrew from southeastern Europe and retained a more concentrated Northern European footprint.
Source
2021
Adopt the Currys corporate and retail identityStrategy
Background
The group had been operating several overlapping United Kingdom retail brands following the 2014 merger.
Action taken
Dixons Carphone plc changed its name to Currys plc, and Currys replaced former retail identities including PC World and Team Knowhow in the United Kingdom.
Aftermath
The business presented a more unified consumer proposition while retaining separate Nordic brands.
Source
2020
Close standalone Carphone Warehouse storesStrategy
Background
Mobile-phone customers were increasingly buying online, while handset-upgrade activity was weakening.
Action taken
The company permanently closed 531 standalone stores focused on telephone devices and cut approximately 3,000 related positions.
Aftermath
Mobile retail was concentrated in digital channels and the wider Currys store estate.
Source
2020
Restructure store operations during COVID-19Strategy
Background
The pandemic increased operating costs and accelerated changes in how customers shopped.
Action taken
The group announced approximately 800 job cuts and planned a flatter management structure with greater responsibility for larger-store leadership teams.
Aftermath
The company continued moving toward a simpler omnichannel operating model.
Source

Recent events

2024
Currys rejects reported Elliott acquisition approach[1]Currys plcen.wikipedia.org
M&A
Elliott Investment Management was reported to have considered acquiring Currys. Currys rejected an offer reported at approximately £700 million, while shareholders debated the valuation and the level at which the board should engage with a potential bidder.
2023
Frasers Group acquires a stake in Currys[1]Currys plcen.wikipedia.org
M&A
Frasers Group built a shareholding in Currys during 2023.
2023
Currys agrees to sell Kotsovolos and exit southeastern Europe[1]Currys plcen.wikipedia.org
M&A
Currys announced the sale of its Greek and Cypriot operation, Kotsovolos, reducing its geographic scope to the United Kingdom, Ireland and Nordic markets.
2021
Dixons Carphone changes its name to Currys plc[1]Currys plcen.wikipedia.org
Campaign
The corporate name changed to Currys plc, while the Currys identity replaced several former United Kingdom retail brands, including PC World, Team Knowhow and Carphone Warehouse in physical retail.
2020
Standalone Carphone Warehouse stores close[1]Currys plcen.wikipedia.org
Leadership change
The company permanently closed 531 standalone stores focused on mobile devices and cut about 3,000 related jobs, citing customers' migration to online purchasing and weaker upgrade demand.
2020
Dixons Carphone announces further workforce reductions during COVID-19[1]Currys plcen.wikipedia.org
Other
The group announced approximately 800 job cuts and planned a reorganisation of larger-store operations in response to higher costs and changing customer behaviour.
2019
Dixons Carphone shares fall after profit decline[1]Currys plcen.wikipedia.org
Other
The company reported a significant decline in full-year profits, with slower consumer mobile-phone upgrades identified as a major factor.
2016
Currys partners with SSE on connected-home services[1]Currys plcen.wikipedia.org
Other
The group announced a partnership with domestic energy supplier SSE to provide connected-home services in the United Kingdom.
2014
Dixons Retail and Carphone Warehouse agree to merge[1]Currys plcen.wikipedia.org
M&A
Shareholders approved the creation of a combined electrical-retailing and mobile-communications group valued at approximately £3.8 billion.
2014
Dixons Carphone begins trading[1]Currys plcen.wikipedia.org
M&A
The merged company began trading on 7 August 2014, with ownership initially divided between the former Dixons Retail and Carphone Warehouse shareholder bases.

Sources12 sources

Cite this profile: Cite the canonical profile. /brand-wiki/currys-plc · Editorial policy · How profiles are compiled