Dixons, the UK retail brand synonymous over the past half-century with the growth of market-swamping far eastern electrical and electronic products, has announced its intention to quit bricks and mortar retailing in favour of the internet.

John Clare, ceo of parent company DSG International, said Wednesday that all 190 Dixons outlets will rebrand as Currys.digital, although the Dixons brand will live on as the banner for the group's burgeoning internet activities.

Currys, DSG's third main retail brand (PC World is the other) will add the former Dixon's outlets to its existing 360 UK-wide chain.

Clare professes himself " very excited about the prospects for the Dixons brand as a pure play etailer". The changes, however, owe more to marketing cosmetics than a fundamental restructuring of DSG's retailing operations.

Crows Clare: "With these changes we now intend to become the most successful electrical retailer on the web, alongside our leadership position in bricks and mortar electrical retailing."

The makeover more likely owes its genesis to DSG's most recent trading figures. In January it reported disappointing interim pre-tax profits of £106.1 million ($185.6m; €151.27m) for the half-year to November, down 20% from £133.5m a year ago.

Data sourced from BBC Online; additional content by WARC staff