Published On: Fri, Jul 3rd, 2015

Dixons Announces Venture Into US Markets With Sprint

Dixons Carphone

Over the last 12 months shares in the company have risen by 44.3%.

British group Dixons Carphone announced, on Thursday morning, the signing of a joint venture deal with Sprint corporation, the US’s third largest network operator, to move into the more complex US market.

Connected World Services (CWS) a division of Dixons Carphone will open 20 pilot sites in the US in the first phase mainly in Chicago and Miami, providing retail expertise to Sprint, by the end of September. If successful, the number may go up to 500 at a rate of 20 additional stores a month on US high streets, with CWS investing $32 million (£20.5 million) for a 50 percent stake of the joint venture while funding the second phase, in the first quarter of next year.

“We are excited to partner with Dixons Carphone and to leverage all their know-how as one of the world’s leading wireless retailers to benefit Sprint and its customers. We are committed to offering the best customer experience when buying wireless products and services,” said Marcelo Claure, Sprint’s chief executive. Sprint has more than 1,000 outlets in the states and its brands include Boost and Virgin Mobile USA.

“This is a very exciting venture for us, and is a significant step in growing our CWS business in the US,” said Andrew Harrison, deputy chief of Dixons Carphone and chief executive of CWS. “We bring specialist knowledge and skills to this partnership and will be looking to deliver innovation and outstanding customer service under the Sprint brand.”

“The exciting thing for us is that we’re trying to open our horizons into markets where we haven’t got physical infrastructure,” Mr Harrison said. “We know how to do this and the timing is really good for us,” added Harrison.

Dixons Retail, which was running the Currys and PCWorld chains in the UK and mobile phone firm Carphone Warehouse merged to form the Dixons Carphone in August last year. The group has 2,900 stores in Europe. CWS provides retail expertise to companies including Samsung in many countries and the furniture and electricals chain Harvey Norman in Ireland.

Carphone Warehouse had a joint venture with Best Buy in the US called Best Buy Mobile, before selling its stake for $1.3 billion in 2012. The companies closed 11 Best Buy stores in the UK due to poor sales.

“We have always maintained an ambition to go back to the US. This, for us, is the start of a number of relationships all around the world,” said Mr Harrison, adding that the US has been a really important market, the largest telecoms market in the world.

Dixons, after buying the Silo and Tipton electricals chains in 1987 expanded too quickly and lost millions of dollars forcing them to sell up in 1993.

“We have learned that working with an established brand in a market which is already successful is far easier than creating a greenfield brand in a market,” said Harrison, “We went to the US market with a well thought-through plan and in a determined way, looking at how others had failed.”

Many of the teams who worked on the successful Best Buy venture will commit in the Sprint project to avoid issues experienced by many British retailers in the US.

Dixons Carphone shares up to 480p in early trading on Thursday closing at 464.50p.

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