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Currys plc

Currys plc is a multinational retailer specializing in technology products and services, including , computing, mobile phones, home appliances, and related repairs and installations. Headquartered in , , the company operates through an integrated online platform and approximately 708 physical stores across six countries, primarily the and under the Currys brand, and the Nordic region (, , , and ) under the brand. As of 2024/25, Currys employs around 24,000 people and serves millions of customers annually, emphasizing sustainable practices and digital innovation in retail. The company's origins date back to 1884, when Henry Curry founded Curry Cycle Co. as a bicycle-building and repair business in , England. It expanded into retailing toys, radios, and gramophones by 1927 and floated on the that year. In 1984, was acquired by , a and retailer established in 1937 by Kalms. Key milestones include the 1999 acquisition of the Norwegian Group for Nordic expansion, the 2014 merger with (founded in 1989 as a specialist) to form Dixons Carphone plc, and the 2021 rebranding to plc, which unified its and operations under a single brand while retaining regional names elsewhere. In 2024, Currys sold its Greek subsidiary for €200 million to streamline its portfolio. Today, it also operates , a virtual mobile network launched in 2015 that has grown to over 2 million subscribers, and continues to invest in experiences, such as launching its first online store in 2001 and earning recognition as one of Europe's top "Climate Leaders" in 2023.

History

Founding and early development

Currys plc originated in 1884 when Henry Curry established the Curry Cycle Company in , , as a venture focused on building and repairing bicycles. Operating initially as H. Curry and Sons, the business began as a small-scale operation but soon incorporated retail elements. The company's first high street shop opened in in 1888, selling bicycles and related accessories, which laid the foundation for its retail presence. By the early , under family management as a until 1922, Currys Limited was incorporated, enabling further growth. During the , the business diversified beyond bicycles to include toys, radios, and gramophones, reflecting the rising popularity of and leisure goods. This expansion culminated in , when the company converted to a public entity, renamed (1927) Limited, and floated on the London Stock Exchange, raising capital for broader operations. At that point, operated approximately 134 shops across , the , and eastern counties. In the , Currys accelerated its shift toward electrical retailing, ceasing bicycle manufacturing in 1932 while acquiring smaller firms like Campion Cycle Company (adding 20 branches in 1927) and Belcher (Radio Services) Limited to bolster its network and product lines. saw further diversification into domestic appliances, including refrigerators, as the company opened flagship stores and adopted a chain retail model to capitalize on suburban expansion and rising household . Following , during which Currys contributed to war efforts, the company resumed rapid expansion of its retail outlets and product assortment. By the 1960s, it had established itself as a prominent chain retailer of household electrical items, prominently featuring white goods such as washing machines and refrigerators, amid the postwar consumer boom in home appliances.

Acquisitions, mergers, and expansions

In 1984, Dixons Group acquired for £300 million in a contentious battle, significantly expanding its footprint in the UK electricals retail sector and establishing as a core brand within the enlarged portfolio. This move integrated ' extensive network of over 570 stores specializing in and , allowing Dixons to leverage complementary strengths in while retaining the identity for targeted market positioning. The late 1990s marked Dixons Retail's push into international markets, beginning with the acquisition of the Norwegian-listed Elkjop Group for £444 million, which provided full control over a leading electronics retailer and facilitated rapid geographic expansion beyond the . This deal enabled store rationalization and operational synergies across the combined entity, boosting Dixons' presence in with Elkjop's established 100+ outlets and setting the stage for further European ventures. During the 2000s, diversified into mobile phones and services through its in-house chain The Link, launched in 1994 and expanded to approximately 300 stores by the mid-2000s, capitalizing on the booming mobile market before its sale to in 2006 for £30 million amid strategic refocusing. Concurrently, the company pursued aggressive international growth, entering and other continental markets via the PC City format starting in 2001, alongside forays into such as the through the Electro World format in 2007; however, these operations faced challenges from economic downturns and were largely divested by the early to streamline costs. By 2012, amid ongoing profitability pressures, Dixons intensified its focus on core electricals retail by increasing its stake in online platform Pixmania to near-full ownership before agreeing to its sale in 2013, effectively demerging non-core digital assets to enhance operational efficiency. These strategic maneuvers culminated in the 2014 merger with , forming and consolidating expertise in alongside traditional .

Rebranding and recent developments

In 2014, merged with in an all-share deal valued at £3.8 billion, forming plc and combining their expertise in and . This created a unified entity operating under brands like , , and , with a focus on integrated experiences across physical and emerging services. By 2017, Dixons Carphone advanced its store optimization strategy by integrating the remaining standalone PC World and locations into combined "Currys PC World" outlets, incorporating sections to streamline operations and reduce the overall store count by 134. This merger of formats aimed to enhance customer convenience by offering , , and products in a single space, supporting the group's post-merger efficiency goals. In 2021, the company rebranded from Dixons Carphone to Currys plc, consolidating all and operations under the Currys name and phasing out sub-brands like , , and Team Knowhow by October of that year. This shift emphasized an approach, integrating online and in-store sales to better serve customers seeking products and services. From 2023 to 2025, Currys plc prioritized through partnerships, such as with and in 2024 to modernize its technology estate using generative AI for improved efficiency and customer personalization. In 2024, Currys rejected takeover approaches from and Elliott Management, reaffirming its independent growth strategy. Sustainability efforts advanced with initiatives like collecting 5.5 million pieces of e-waste for and in 2024/25, equivalent to 87,000 tonnes, alongside a commitment to by 2040. Amid economic pressures including , the company demonstrated resilience by implementing cost savings that offset rising expenses, while pursuing in services such as repairs and installations, without pursuing major acquisitions.

Operations

United Kingdom and Ireland

Currys plc operates its core retail business in the and under the Currys brand, maintaining a network of 296 stores as of the fiscal year ending May 2025, comprising 280 locations in the UK and 16 in . These outlets specialize in consumer electronics, home appliances, and computing products, offering a wide range of items from televisions and refrigerators to laptops and smartphones, with a focus on integrating physical retail experiences such as in-store demonstrations and personalized advice. A key component of ' UK and Ireland operations is , a wholly-owned (MVNO) launched in May 2015, which provides affordable mobile plans utilizing the network. By the ending May 2025, served 2.2 million customers, reflecting a 26% year-on-year increase and contributing £202 million in accrued revenue from connectivity, primarily through budget-friendly SIM-only deals and handset contracts targeted at value-conscious consumers. As of September 2025, subscribers exceeded 2.3 million. The company's strategy in the UK and emphasizes seamless integration between physical stores and digital platforms, including home delivery, order-and-collect services, and -in-store options via currys.co.uk. sales accounted for 47% of total UK and revenue in the ending May 2025, up 2 percentage points from the prior year, with order-and-collect representing 34% of group revenue; this approach is supported by in-store services like , repairs, and extended warranties, driving overall segment revenue to £5.3 billion. Currys holds a leading position as the largest electricals retailer in the UK, with a 16.9% including mobile in the fiscal year ending May 2025, up 50 basis points year-on-year, and dominant shares exceeding 30% in categories such as televisions, laundry , and , alongside approximately 50% in Windows . The company leverages strategic partnerships with major brands like and Apple to enhance product availability and after-sales support, including repair collaborations, while emphasizing seasonal promotions such as sales featuring discounts on and to capture .

Nordics and Elkjøp

Elkjøp Nordic AS, a wholly owned subsidiary of plc, was acquired in 1999 from its Norwegian founders by Dixons Group plc (Currys' predecessor) for £444 million, marking the group's first major expansion into . The acquisition established a strong foothold in the consumer market, with operating as an autonomous entity while benefiting from group-wide resources. Today, it manages 412 stores across four key —Norway, , , and —primarily under the brand in and Elgiganten or Gigantti in the other markets, including a mix of 237 owned and 175 locations. This network supports an model that integrates physical retail with robust online platforms, such as elkjop.no and equivalent localized sites, catering to regional preferences for seamless digital shopping experiences. The product range at mirrors ' offerings in , , and domestic appliances but is adapted to consumer demands, emphasizing energy-efficient models that align with regional environmental standards and incentives for low-emission technologies. plays a pivotal role, accounting for a significant portion of sales through user-friendly platforms that offer tailored recommendations and fast delivery options across the region. As the leading retailer in the Nordics, holds 28.1% market share in , employing over 9,000 staff to serve a customer base prioritizing quality, innovation, and . In fiscal year 2024/25, operations contributed 39% to plc's total group revenue of £8.7 billion, underscoring their strategic importance despite a challenging market environment with flat like-for-like sales. Unique to Elkjøp's operations is a strong emphasis on and customer-centric aftersales support, reflecting values around environmental responsibility and product longevity. The company sources 100% renewable electricity for its stores and warehouses, partners with green energy providers to reduce emissions, and promotes energy-efficient goods through dedicated in-store and sections. Integrated repair services via Elcare —the largest home repair in the region—enable efficient on-site and workshop-based fixes for items like smartphones, TVs, and appliances, helping extend product lifespans and minimize e-waste. These initiatives not only enhance customer loyalty but also align with ' broader goals, including refurbished product sales and recycling programs.

Greece and Kotsovolos

Currys plc established its presence in through the brand, operated via its subsidiary Dixons South East Europe A.E.V.E., which acquired a majority stake in P. Kotsovolos S.A. in 2004 for €53.7 million from existing shareholders. This move provided Currys with an established platform in the sector, focusing on sales of electrical goods, home appliances, and related services through a network of physical stores and . By the time of its disposal, Kotsovolos managed over 95 stores across and , including 27 megastores, complemented by a strong online channel at kotsovolos.gr that supported retail strategies. Kotsovolos employed approximately 1,500 people and leveraged ' global for enhanced efficiency in product sourcing and distribution, enabling competitive pricing in a recovering post-crisis . Amid Greece's economic challenges and persistent , the prioritized affordable and offerings to drive consumer accessibility and sales growth, contributing to its position as the leading player in the Greek and appliances . Strategically, Kotsovolos represented Currys' entry point into Southern Europe, diversifying beyond its primary UK, Ireland, and Nordic operations while generating about 7% of the group's total revenue—£637 million in the 52 weeks to April 2023, against Currys' overall £9.6 billion. In April 2024, Currys completed the sale of Kotsovolos to Public Power Corporation for an enterprise value of €200 million (£175 million), simplifying its structure and refocusing resources on core markets.

Former brands and discontinued operations

Currys plc has undergone several strategic shifts involving the integration, sale, or closure of various retail and operational brands to streamline operations, reduce costs, and unify its portfolio under the core Currys identity. One of the earliest discontinued retail brands was The Link, a mobile phone specialist chain launched as a joint venture between Dixons Group and O2 in 2001. The Link operated over 600 stores focused on telecommunications sales but struggled amid intense competition from online retailers and high-street rivals. In June 2006, Dixons sold its 60% stake in The Link to O2 for £30 million, exiting the standalone mobile retail segment to refocus on core electronics operations. PC World, established in 1991 as a specialist in personal computers and business IT solutions, was acquired by in 1993 and expanded to over 100 stores by the early . Initially operating as a standalone brand targeting professional and enterprise customers, PC World began merging its inventory and store formats with outlets starting in 2014 following the Dixons-Carphone Warehouse merger. By 2021, all remaining PC World signage and dedicated operations were fully integrated into unified stores, ending the brand's independent presence to achieve operational efficiencies and a cohesive across consumer and business segments. The , founded in 1989 as a dedicated retailer, grew to become a major player in with hundreds of stores emphasizing contract sales and accessories. It merged with in 2014 to form Dixons Carphone, initially retaining its high-street footprint for specialized telecom services. However, by 2021, the Carphone Warehouse brand was phased out entirely in favor of integrated mobile sales within Currys stores and the development of the virtual network, driven by synergies in retailing and cost savings from brand . Dixons Travel, launched in 1994 as an airport-based retail arm selling electronics and travel essentials, operated around 35 outlets in major UK and Irish airports, capitalizing on duty-free shopping. The brand contributed significantly to group profits through tax-free sales but faced challenges from reduced passenger traffic during the COVID-19 pandemic and the UK government's 2021 decision to eliminate airside tax-free shopping for non-EU visitors. In April 2021, Currys announced the permanent closure of all Dixons Travel stores, affecting approximately 400 employees, as recovery projections did not justify continued operations. In the Nordics, 's operations, acquired by Dixons in 1999, included expansions into that were streamlined post-2010 to focus on core markets amid economic pressures in the region. This involved reducing store counts and optimizing logistics, though maintains a presence in today. Knowhow, introduced around 2010 as an aftersales and repair service brand supporting and customers, was rebranded as Team Knowhow in 2017 to encompass extended warranties, installations, and across the and Nordics. The standalone Knowhow operations in the were discontinued by 2017 as services were embedded directly into store offerings, while in the Nordics, the brand persisted until around 2020 before full integration into for unified service delivery and cost efficiencies.

Corporate affairs

Leadership and governance

Currys plc is led by a and executive committee that oversee the company's strategic direction, operations, and compliance with standards. The board comprises a mix of executive and independent non-executive directors, ensuring balanced oversight in a dynamic environment. Ian Dyson serves as Chairman of the board, having joined in September 2022. Previously, he was Group Finance and Operations Director at Group plc from 2005 to 2010, where he managed financial strategy and operations for the retailer. Alex Baldock has been Group Chief Executive Officer since 2018, leading the company's transformation with a focus on omnichannel growth, digital innovation, and enhancing customer experiences in technology retail across Europe. His prior roles include CEO of the Very Group from 2012 to 2018 and Managing Director at Lombard from 2008 to 2012. The executive committee supports the CEO in day-to-day management. Bruce Marsh, Group Chief Financial Officer since July 2021, oversees finance, tax, treasury, investor relations, and strategic property decisions; he previously served as Finance Director at Tesco plc from 2015 to 2021. Lindsay Haselhurst, Chief Operating Officer since 2022, manages sales, customer service, store operations, online platforms, and B2B activities, drawing on over 20 years in retail and logistics from roles at Kingfisher and Screwfix. Fredrik Tønnesen has been Chief Executive Officer of Elkjøp, the Nordics subsidiary, since 2023, having joined the group in 2006 and previously leading operations in Norway. Recent additions to the board include Elaine Bucknor and Rune Bjerke, both appointed as independent Non-Executive Directors and members of the Audit Committee effective 8 September 2025. Bucknor brings expertise in cybersecurity and technology from her tenure as Group Director at Sky plc and prior roles at , , and AOL/Carphone Warehouse. Bjerke, former CEO of DNB and Hafslund, chairs Dinner Holding and . Currys plc is listed on the London Stock Exchange as part of the under the ticker CURY, subjecting it to the . The board maintains diversity targets, with 50% women among non-executive directors as of November 2025, reflecting commitments to inclusive . Key board committees include the , chaired by Adam Walker and focused on financial reporting and ; the Remuneration Committee, chaired by Octavia Morley, which handles ; and the Nominations Committee, chaired by Ian Dyson, overseeing board composition and succession. Following changes in September 2025, including the retirement of Burbidge and the disbandment of the dedicated ESG Committee—previously involving Octavia Morley as a member—ESG oversight has been integrated into the full board, , and a Group Sustainability team to streamline and strategy.

Ownership and financial structure

Currys plc is a publicly traded company listed on the London Stock Exchange under the ticker CURY, with its origins tracing back to the listing of its predecessor, Dixons Photographic Limited, in 1962. The company, formerly known as Dixons Retail and later Dixons Carphone following a 2014 merger, rebranded to Currys plc in 2021 while maintaining its LSE listing. As of November 2025, Currys plc has a market capitalization of approximately £1.4 billion. Institutional investors hold the majority of shares, with approximately 75% owned by institutions. Key shareholders include RWC Asset Management LLP with 12.97%, Wishbone Management LP with 5.03%, and Artemis Investment Management LLP with 4.98%, as of the latest available data in 2025. Other notable holders are Schroder Investment Management Ltd. at 4.64% and Ruffer LLP at 4.62%. Currys plc maintains a strong , reporting a net cash position of £184 million as of May 2025, up from £96 million the previous year. This position is supported by cash reserves of £209 million against total debt of £25 million, managed primarily through facilities rather than significant issuances. The company's low debt levels reflect prudent , with no major long-term borrowings outstanding. In September 2025, Currys plc announced a £50 million share buyback program, set to commence immediately and conclude no later than April 2026, following previous repurchases to return value to shareholders. The board's emphasizes progressive payouts, with a proposed final of 1.5 pence per share for the year ended May 2025, aligning with a payout ratio of around 55%. This approach balances reinvestment in operations with returns, as evidenced by the total of approximately 1.85% over the trailing 12 months. To align employee incentives with company performance, Currys plc operates the , an all-employee savings-related share option plan available to its over 24,000 staff members across its operations. The employee share holds about 4% of the company's shares, fostering ownership and long-term commitment among participants, including executives like CEO who joined the scheme in February 2025.

Performance and challenges

Financial results and market position

For the fiscal year ended 3 May 2025 (FY 2024/25), Currys plc reported group revenue of £8.7 billion, marking a 3% increase year-over-year and driven by 2% like-for-like sales growth. Adjusted pre-tax profit rose 37% to £162 million, reflecting improved and margin expansion across segments. strengthened significantly to £149 million, up 82% from the prior year, supported by robust operating cash generation and disciplined management. Segment performance showed resilience, with & revenue increasing 6% year-over-year and like-for-like sales up 4%, while adjusted EBIT grew 8% to £153 million. In the Nordics, revenue declined 2% due to headwinds, but like-for-like sales remained flat at constant , with adjusted EBIT surging 24% to £72 million on cost controls and higher-margin sales. Overall, Currys maintained a 23.5% excluding mobile (gaining 30 basis points year-over-year) and 16.9% including mobile (gaining 50 basis points year-over-year). Historically, has demonstrated recovery from post-COVID challenges, narrowing statutory losses in FY 2022/23 (reported as a £0.44 loss per share) through FY 2023/24, where adjusted pre-tax profit held steady at £118 million amid softening consumer demand. Looking ahead to FY 2025/26, analyst consensus projects adjusted pre-tax profit of £167 million, with expected to remain below £100 million to support ongoing efficiency initiatives. In a September 2025 trading update, reported 3% like-for-like revenue growth for the first 17 weeks of the year. The company faces headwinds including £32 million in costs from the government's 2025 budget. As a leader in electrical retailing with approximately £5.3 billion in & Ireland revenue, Currys holds a strong position in the Nordics through its brand. However, it faces intensifying competition from online giants such as , which erode share in electrical sales.

Data security incidents

In 2018, Dixons Carphone plc (now Currys plc) experienced a significant cybersecurity breach when hackers installed malware on 5,390 point-of-sale systems across its stores, including Currys PC World and Dixons Travel outlets, operating undetected from July 2017 to April 2018. This incident exposed payment card details from 5.9 million customers, though card verification values (CVVs) were not compromised for the vast majority, with only approximately 105,000 cards fully affected. Additionally, up to 10 million non-financial personal records, such as names, addresses, and email addresses, were accessed through the company's online systems. No evidence of fraudulent activity stemming from the stolen data was identified at the time of disclosure. In response, Dixons Carphone notified affected customers and offered free credit monitoring services to mitigate potential risks. The company also implemented enhanced security measures, including improved system controls, monitoring, and testing protocols. In January 2020, the UK's (ICO) fined the company £500,000 under the pre-GDPR for failing to implement adequate security measures, such as updates and , which allowed the to persist; the fine was reduced to £250,000 on appeal in 2024. No major data security incidents have been reported for Currys plc since 2018. The company has maintained ongoing investments in data protection, including a dedicated function to ensure compliance with the General Data Protection Regulation (GDPR), encompassing processes for secure data handling and breach response.

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