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Dixons is owned by DSG International PLC, who also own Currys, PC World, The Tech Guys and Pixmania.

DSG International serve more than 100 million people a year. Their commitment is to store training, design and product information to ensure their products and services are accessible to everyone.

History

1930s Charles Kalms founded a portrait photography studio in London, choosing the name Dixons from a telephone directory.

During World War II there was a great need for portraits and pictures to be taken, and by the end of the war the company had expanded to a chain of 7 studios.

In 1945 the market contracted and Dixons was reduced to a single studio in Edgeware. To combat this, Charles Kalms began to sell cameras and photographic equipment.

1953 Dixons started opening branches again under the name Dixons Camera Centre, where Dixons sold new and second hand equipment. The retailer started advertising in photographic magazines and local papers and then in national press, building up a large mail order business as well as retail.

By 1958 Dixons had 60,000 mail order customers

From 1958- 1962 profits grew from £6,800 to £160,000, when the photographic market double in value.

In 1964 Dixons had 70 shops, with this figure raising to more than 100 in 1969

The 1970s saw Dixons branching out into electricals. Dixons introduced top gadgets such as calculators and radio/ cassette recorders.

In 1976 Dixons took over Western Pharmaceuticals in hope of expansion. However, due to bad debts within the Western Pharmaceuticals company this never happened and the store was sold in 1980.

In the 1980s the Dixons electronics brand expanded and in 1982 it had 260 stores

1984 Dixons bought Currys for £248 million

Dixons then bought Supersnaps in 1986, the store was the UKs specialist in retail film processing
Dixons expanded internationally in 1987, when it bought Silo and Tipton in the US. Silo bragged 119 stores and 2,000 employees, whilst Tipton had 24 stores.

In 1994 Dixons launched The Link stores specialising in retail communication services and products. At the same time Dixons opened its first tax free store at Heathrow in Terminal 3.

In 1996 DSG International bought Dixons

April 2006 Dixons announced they were removing their brand from the high street, and only using the Currys brand.

Dixons/ DSG International Ltd Strategy

1) Focus on the customer through an unbeatable combination of value, choice and services
2) Focus the portfolio on winning positions
3) Transform the business to broaden the choices for our customers and improve the instore buying experience
4) Win the internet market
5) Reduce out cost base by simplifying the process.

Dixons/ DSG International Values

• Operating with honesty and integrity
• Giving outstanding services to customers
• Respecting colleagues
• Continually seeking ways to improve performance
• Working together to beat competition.

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