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Dixons Retail kills off, redirects website to

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

As exclusively reported by last week, Dixons Retail has been quietly preparing for the death of Dixons (opens in new tab) with subtle measures like pointing out the "exclusive" discounts offered on to frequenters of the Dixons site.

(opens in new tab)Now, online shoppers no longer have a choice, with punters looking for automatically redirected to (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.

(opens in new tab)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.

Désiré Athow

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.