Knowhow, which is to replace the retailer’s existing Tech Guys maintenance brand, will offer services to buyers of gadgets and white goods.
Currys will continue to run its Star Wars-themed ads, developed by M&C Saatchi, with a major push planned in the build-up to Christmas. The Knowhow branding will be carried on these ads, as well as on a series of PC World executions planned for the summer.
‘Dixons’ scale gives us access to unusual parts and expertise,’ said Tim Fairs, Dixons Retail’s head of marketing.
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