Magazine article Marketing

Dixons to Go Upmarket and Sell Hi-Fi Separates

Magazine article Marketing

Dixons to Go Upmarket and Sell Hi-Fi Separates

Article excerpt

Dixons to go upmarket and sell hi-fi separates

Dixons is to follow where the money is and sell individual hi-fi components in what looks to be a move upmarket away from rivals like Rumbelows.

The UK's biggest electricals chain is running trials of hi-fi "separates" -such as loudspeakers, CD players and tape decks - in x stores in a move which will give a shot in the arm to the 260m [pounds] specialist hi-fi market.

It follows a sharp decline in midi system sales this year and signs that the demand for separates is more "recession-proof" than demand for one-brand systems.

The move puts specialist hi-fi marques like Wharfedale and Bose on Dixons shelves alongside household names such as Sony.

Nick Bubb, retail analyst for Morgan Stanley, says the move could help Dixons move upmarket and differentiate itself from rival Rumbelows.

"It could be good business practise in an under-exposed market," he adds.

In 1990 separates accounted for 30% of the 700m [pounds] total hi-fi market. …

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