The Dixons.co.uk website is to close today, as parent company Dixons Retail shifts focus on the multichannel model.
As part of its increasing focus on online the group, which also owns retailers Currys, PC World and Pixmania believes that closing its e-commerce business will in fact boost its proposition.
The move comes six years after the retailer removed the Dixons brand from its bricks and mortar stores and follows improvements to the multi-channel offering for Currys and PC World.
Last month, Dixons reported a strong first quarter, boosted by the popularity of TVs ahead of a summer of sporting events and like-for-like (LFL) sales jumped seven per cent with multichannel sales in the UK & Ireland rising 48 per cent over the period.
However e-commerce company Pixmania, which the group bought a controlling stake in in August, saw LFL’s decline by three per cent while Dixons.co.uk saw a similarly challenging period.
Kate Bickerstaffe, UK and Ireland chief executive for Dixons Retail, said: “We don’t see a place for Dixons.co.uk where we have Currys.co.uk and PCWorld.co.uk. We have done fantastic amounts of work to make sure we have fantastic pricing. I’m confident that’s the right thing to do. We want customers to have a seamless, multi-channel experience that’s device agnostic, whether they’re at home, in-store or on the move.”
