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Dixons Retail kills off Dixons.co.uk, redirects website to Currys.co.uk

Dixons Retail has chosen to kill one of the most iconic technology retail brands in the UK, Dixons.

As exclusively reported by ITProPortal.com last week, Dixons Retail has been quietly preparing for the death of Dixons with subtle measures like pointing out the "exclusive" discounts offered on Currys.co.uk to frequenters of the Dixons site.

Now, online shoppers no longer have a choice, with punters looking for Dixons.co.uk automatically redirected to Currys.co.uk (see picture, top) and pointed towards the raft of deals offered by the newly merged shopping portal.

The brand – which started life back in 1937 as a Southend-based photographic studio - will remain in UK airports and the parent company will still be known as Dixons Retail, but other than that it's well and truly through the death throes.

A source at Dixons Retail confirmed that Currys and PC World are unlikely to merge as they attract “different demographics,” although buying and marketing for the two operations is unified.

Dixons Retail’s decision to kill Dixons is almost certainly a common-sense cost cutting one. The brand disappeared from high streets back in 2006 and all the other Dixons Retails's-owned brick-and-mortar stores have since been renamed.

Squeezed on one side by the likes of Asda, Argos, and Tesco and on the other side by online-only behemoths like Dabs, Amazon and Ebuyer, high street electrical retailers are having a hard time indeed at the moment.

Desire worked at ITProPortal right at the beginning and was instrumental in turning it into the leading publication we all know and love today. He then moved on to be the Editor of TechRadarPro - a position he still holds - and has recently been reunited with ITProPortal since Future Publishing's acquisition of Net Communities.