On April 5, 2006, Dixons announced that they were removing the brand from the UK high street and would only be using the Currys brand, branded as Currys.digital. This was said to signal a shift to more internet based selling and to "reduce confusion". Dixons stores would be retained in Ireland, and other locations such as airports, whilst also retaining its website.
Dixons has also been working with the affiliate network Tradedoubler and has seen an up lift in online sales of around 50% since being online.
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