Dixons steps up European expansion
PC City to grow in France
Dixons Group is stepping up its European growth with expansion of the PC City brand in France and entry into Poland and Portugal.
Dixons plans to fast-track the expansion of PC City in France, seeing potential for up to 100 stores in the French market. The first opening will be a flagship store on Boulevard St. Germain in central Paris, adding to the Group’s seven existing stores in France.
PC City now trades in France, Spain, Italy and
Sweden, in a format identical to the Dixons’ PC World computer superstore chain in the UK. The first PC City store in Portugal will open as soon as possible, with Dixons currently assessing potential sites.
In Poland, two stores are scheduled to open by the end of 2005. For the Polish market, Dixons is adapting its large-format Electro World brand, currently trading in Hungary and the Czech Republic.
The expansion will give Dixons a presence in 15 countries, with an option on Russia and Ukraine, announced earlier this month through Dixons link with the Eldorado chain.
John Clare, Dixons Group chief executive, said: “The Dixons Group is a truly international retail operation and these important strategic moves underpin our leadership position in the European market. Approaching one third of our sales are generated in stores outside of the UK and we have plans for further growth in all the countries where we now have a presence.”
PC City will expand to 25 stores in Spain this year, while the seven existing French stores are now making a positive contribution to central costs, said the company. The expansion programme will take PC City to a total workforce of 3,500 in France.
Simon Turner, managing director of Dixons Group’s computing and communications division, said: ‘In the last twelve months we welcomed more than 2m visitors to our PC City stores in France. We have had a fantastic reaction from French customers to our unique format and our repeat visitor figures are a clear indication of sustainable demand.
“The dedication and commitment of the PC City team will enable us build a strong market leadership position in the important French market as we accelerate our store opening programme.”
