At the same time, the Dixons Group-owned chain is slashing its 拢37m advertising budget, although Currys' business development director for marketing, Chris Matthews, would not reveal by how much the spend would be cut. "We will be spending less this year on marketing, but it will be more effective," he said.
He insisted that the campaign featuring interior designer Barker had been successful in creating footfall, but said Currys needed ads with greater impact.
The new campaign, breaking on Thursday, features shoppers walking down the street, gazing in amazement at high-rise buildings in the form of refrigerators, irons and washing machines. The ads, created by M&C Saatchi, carry the existing strapline "Always lowering prices".
As part of its plan to strengthen its position, Currys plans to expand its white-goods range.
Dixons Group has also restructured internally with the creation of two business units. Currys and Dixons will come under its mixed electricals division, with The Link and PC World coming under computing and communications.
The restructure will see Currys managing director Nick Wilkinson promoted to managing director of mixed electricals. PC World managing director Simon Turner will become managing director of computing and communications.
Each group will control its own marketing, store design, supply and e-commerce.
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