Introduction Currys

Introduction

The company I have chosen is “Currys” shop in Navan. I chose to do a SWOT and PEST analysis on this store, because I had work experience here in March 2010 for 2 weeks.

Currys is one of the UK’s and Ireland’s favourite household appliance electrical retailer, they have stores on over 73 high streets totalling a whopping 295 stores also covering Ireland. The company is owned by DSG International PlC along with other huge brands such as “Pixmania”, ”PC World” and “Dixons” and as a group turnover a staggering £1,852 million a year.

“Currys” in Navan was opened in 2001 in Blackwater Retail Park. Today we have more than 15 stores throughout the country.

The most profitable of all the stores in Ireland is in Blanchardstown, Navan, Limerick.

Back in 2006 it was announced that there would be a re-brand of the “Dixons” name and that would be “Currys Digital” meaning the total number of stores.

The “Currys” brand was still used in Ireland however is generally only used for the larger outlets with “Dixons” still being used on the major high streets. However in 2008 these brand was phased out and all stores were re-branded as “Currys” but unlike he UK brand the ‘Digital’ was not used.

Today “Currys” is the biggest retailer of electrical goods throughout the UK, Northern Ireland and Republic of Ireland beating their major competitor Comet.

It’s hard to believe that “Currys” has been around since 1884 when it was founded by Henry Curry, who first started building bikes out in his garden shed. The first “Currys” shop came along four years later and soon after Henry’s Sons were also brought into the fold and the company really took off so much so it so that by 1927 the company was floating on the stock exchange.

By then “Currys” product range had moved on from simply bikes and now included gramophones, radios and toys., in fact “Currys” ended manufacturing bicycles altogether in 1932 closing down the factory which was based in Leicester.

Today “Currys” is...