PC World

PC World have more than 1,200 stores and online stores, spanning 27 countries and employing 40,000 people. More than 100 million customers shop in-store and online with PC World every year. The company is Britain’s largest specialist chain of computer superstores.

The retail and e-tail brands include PC World, Currys and Dixons.co.uk in the UK and Ireland, Elkjøp in the Nordic countries, UniEuro in Italy, Kotsovolos in Greece, Electro World in central Europe, PC City in France, Spain, Italy and Sweden, and Pixmania.com across Europe.

Charles Kalms opened the first Dixons photographic studio at 32 High Street, Southend. The business was incorporated as a private company called Dixon Studios Limited and registered on 27 October 1937 with share capital of £100.

Charles Kalms had been selling advertising space on the London Underground when he met Michael Mindel, who had a small photographic studio in Oxford Street but was keen to expand. They became the first directors of the company. 

When the first studio opened in Southend, the shop front could accommodate a name of no more than six letters. The solution was found in the telephone directory - "Dixons" was short enough to fit over the door!

In 1993 The Group bought Vision Technology Group Ltd (VTA), which operated four PC World Superstores and a group of companies selling mail order PCs, peripherals, software and accessories to companies, educational institutions and private individuals.

VTG's PC World Superstores were based in Croydon, Lakeside Retail Park at West Thurrock, Brentford and Staples Corner, north London.

The Group sold VTG's mail order division and focused on the retail side of the business.

PC World continued to expand its store operations, and value and produced the lowest-priced PC ever offered by a UK retailer - at just £399 - went on sale at PC World, Dixons and Currys.

The superstores offer more than 5,000 product lines including extensive ranges of PCs, laptops, printers, software, peripherals and accessories from the major brands, as well as many PC World exclusive products.

In-store PC Clinics offer on the spot advice and service. Component Centres offer a 'one-stop shop' for customers with advanced technical knowledge, providing a vast choice of PC components and upgrade products at competitive prices.

In 2007, PC World won Retail Week's Product Innovation of the Year award, for its Data Recovery service.

Every PC World store has an in-store business centre staffed by experienced business specialists. They offer local companies face-to-face help and advice with choosing the best IT solutions. There are 157 stores in the UK and 10 in the Republic of Ireland 

Sales in 2005/2006 (including PC World Business) were £1,746 million.

The Group's strategy for growth focuses on;

Specialist electrical retailing :

• Specialist electrical retailing
• Operating mainly from big space trading a range of different retail brands
• Expanding into markets where we can identify profitable opportunities

The strategy is underpinned by the shared purpose to be the best by:

• Operating with integrity
• Giving outstanding service to customers
• Respecting your colleagues
• Continually seeking ways to improve performance
• Working together to beat the competition

Last year PC World introduced a team bonus to reward customer service and team performance, replacing their historic personal sales commission scheme.

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