Dixons virtually kills off eponymous brand

The Dixons brand now only remains in airport tech stores after website rebrands as Currys

Dixons Retail has killed off one of the last remaining vestiges of its eponymous brand, with the closure of the Dixons.co.uk site.

Other than in the parent company name, the Dixons brand remains present only in its Dixons Travel outlets, primarily located in airports. Visitors to the website are now redirected to Currys.co.uk, where they are presented with a message (pictured) informing them that "Dixons is now part of the Currys family".

Dixons stores disappeared from UK high streets and retail parks about five years ago, to be replaced by Currys- and/or PC World-branded shops. The rationale of the move was, in part, to build the Dixons brand as an online retailer.

The company's overhaul of its retail-store estate in the past few years has seemingly borne fruit in recent quarters, with the company making a solid start to its 2013 fiscal year in an update release last month.