Screengrab of the Dixons websiteWhether you loved them or loathed them, there is no doubt that most of us had an opinion one way or another on the famous Dixons brand.

Following their exit from the High Street some years ago, it was announced today that they will be disappearing from the virtual High Street too. That’s right – the Dixons website will close tomorrow, to be wholly replaced by their sister brand, Currys.

It’s no great surprise to most of us – the move has been coming for some time, and it makes little sense in the parent company keeping two websites going that pretty much do the same thing. DSG issued the following:

We have taken the decision to wind down our Dixons.co.uk site, to focus on Currys.co.uk and PCWorld.co.uk and all the multichannel opportunities they bring with them.

The Dixons.co.uk site will cease trading on Tuesday 9 October 2012. We will of course be honouring all outstanding orders and other important services such as returns, repairs, Whatever Happens agreements, etc through our existing network.

This is a natural progression for us, with multichannel sales growing extremely strongly. Indeed during the Q1 period reported recently, online multi-channel sales of Currys and PC World were up 48% in the UK & Ireland. Dixons.co.uk by contrast, like many pure-play operators in our market and others, has had a tough time. It has been marginally loss-making, and now represents less than 1% of Group sales.

Whatever your thoughts, it is still slightly sad to see another famous brand disappearing.

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