Dixons Retail will try to flog PCs and other consumer goodies to tourists and local toffs when it opens a concession in Harrods early next year.
The ailing retailer swapped the High Street for out-of-town
trailer trading parks in recent years as part of its turnaround strategy, but is looking to raise brand equity by setting up an 11,000 sq ft shop on the third floor of the overpriced Knightsbridge store.
Sebastian James, ops director at Dixons, confirmed it would punt a "wide range of leading edge consumer electronics" including PCs, AV kit and its new KNOWHOW services.
"We look forward to working closely with Harrods," he said.
That the Chelsea and Kensington set frequenting the food hall or Japanese tourists seeking out twee souvenirs will be drawn to the Dixons concession is a bet the retailer – which recently posted huge losses – is clearly willing to take.
Neighbours on the third floor include high-end furniture designer Clive Christian and premium AV maker Bang & Olufsen, but luckily for Dixons, it will have an HMV outlet for company – another struggling business from the High Street.
Without a hint of a smirk, Harrods director of home, furniture and sound David Miller said in a blurb that bringing a Dixons' concession to the store "underlines" Harrods' commitment to find "new and innovative ways" to "meet our customers' demands".
One consumer who won't struggle with the cost of shopping is Dixons Retail boss John Browett, who walked away with more than £1m in bonuses and salary last year. ®