Dixons and Carphone mark merger with 'shops-in-shop' launch

Shares in Dixons Carphone began trading this morning after £3.8bn union formalised

Seven Carphone "shop-in-shops" were opened in Currys and PC World stores this morning to mark the formalisation of Dixons' and Carphone's mighty merger.

Shares in Dixons Carphone began trading at 8am this morning under the ticker symbol DC as the £3.8bn union was finally completed.

Even on day one, signs of integration between the two brands is evident, with seven so-called shop-in-shops opening today in seven Currys and Currys & PC World locations across the UK, including in Oxford Street. A further 23 are planned by Christmas.

"Today is a big day: our shares officially start trading on the stock exchange and we are off to a flying start with the opening of our first seven combined shops," said Dixons Carphone chief executive Sebastian James.

Shareholders green-lighted the deal last month after electricals retail giant Dixons and telecoms peddler Carphone announced their intention to merge in May.

The enlarged firm, which claims to be Europe's top specialist electrical and telecoms retailer, has 40,000 staff in 14 countries with annual sales of about £10bn and about 3,000 stores.

James said: "Customers using Currys, PC World and Carphone Warehouse websites will be guided to the right place to buy from the whole range that we have to offer together – from a toaster to the latest smartphone. Our offices now proudly show our new combined identity and up and down the country we are delivering a clear message to our teams and to our customers: We are one."