Magazine article Marketing

Dixons and Harrods Bury Hatchet in Landmark Deal

Magazine article Marketing

Dixons and Harrods Bury Hatchet in Landmark Deal

Article excerpt

Electronics retailer to occupy space in flagship luxury London department store.

Dixons and Harrods have put a public spat behind them and signed a five-year deal under which the electronics retailer will take up residency in Harrods' flagship London store.

The two brands fell out in September 2009, when Dixons ran ads that suggested consumers should 'visit the discerning shopper's fave department store' to check out the latest high-definition flatscreen TV, before going to Dixons.co.uk to buy it.

Harrods responded with rhetoric and the threat of legal action, but on Monday the two companies suggested the deal showed that the row was 'tongue-in-cheek'.

The agreement means Dixons Retail will occupy an 11,000ft2 space on the third floor of Harrods at Knightsbridge. That will make it one of the biggest retail electronics outlets in London.

The concession will open early next year, selling a range of consumer electronic equipment. It will be staffed by Dixons Retail personnel and include a Dixons 'Knowhow' bar, which aims to help people with the delivery and installation of their purchases. …

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