Dixons Carphone opens new flagship store on Oxford Street


The store features what Dixons claim is Oxford Street’s ‘largest’ digital feature wall

Dixons Carphone has opened a new flagship store on Oxford Street in London today (June 30) merging the PC World, Currys and Carphone Warehouse brands together.

It is one of 273 three-in-one stores across the UK selling products from all three companies. Dixons is aiming to invest more than £50 million into opening 300 by the end of Christmas. Once the process is completed, the Carphone parent will own 755 Carphone Warehouse stores.

Nearby Dixons Carphone and Carphone Warehouse stores on Tottenham Court Road and Warren Street will remain unaffected by the opening. All staff from the nearby Oxford Street branch will be relocated to the new flagship.

Headphone and Digital Wall

The new store will have what Dixons claims is the digital feature wall on Oxford Street. This is a 50 square metre display of LED panels showcasing various products on sale in the store.

Other areas of interest include a headphone and smartwatch wall, charging points for customers and dedicated space for TV, broadband and set top box products.

Oxford Street Digital Wall

Dixons Carphone group chief executive Seb James said: “I’m very excited to be opening our new Oxford Street store, which brings together our latest thinking in Currys, PC World and Carphone Warehouse on the high street.

“Oxford Street is one of the most iconic shopping destinations in the world and it seems apt that we are launching a flagship store here.”

Mobile News has contacted Dixons Carphone for more comment.