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DSGi now sells 16% online

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Online sales now account for 16% of total group sales at DSG International, owner of Currys, Dixons and PC World.

In the last financial year, according to the group’s full-year results published today, the group took a total of £1.4bn over the internet.

Its standalone e-commerce division, which includes technology site PIXmania and Dixons.co.uk, saw sales rise by 14% to £921.2m from £807.4m. Underlying operating profit was £11.3m, down from £15m last year.

In its financial statement the company said that Dixons.co.uk, which has been acting as a pureplay internet operation for more than three years had seen a number of changes over the course of the year to make the business more relevant to customers. “While Dixons.co.uk performed well over the important Christmas Peak, these changes impacted sales performance during the rest of the year,” said the statement.

Meanwhile PIXmania saw strong growth in its core European markets of Spain, France and Italy. The group said that PIXmania websites were the fourth most visited consumer electronics e-tailer in the world, according to Alexa.com figures.

PIXmania’s reseller marketplace platform PIXplace has grown sales by three times since launch. The e-merchant platform was rolled out into the group’s UK internet operations, Dixons.co.uk, currys.co.uk and pcworld.co.uk, in February 2010, and, says the group, has improved their look and search capabilities.

The news came against a background of full-year group sales up 3% to £8.53bn. Like-for-like sales rose by 2% in the 52 weeks to May 1 and 6% in the second half of the year.

Underlying pre-tax profits rose by 61% to £90.5m, from £56.1m at the same time last year.

The company, which is changing its name to Dixons Retail, is continuing with its store refurbishment programme and aims to refurbish 100 stores in the coming financial year.

Chief executive John Browett said: "Focus on our customers drives everything we do and I am delighted with the excellent progress we have made over the past twelve months despite the recessionary environment across Europe. We have made significant improvements throughout the business, transforming the shopping experience for customers with better choice, value and service both in stores and online.

“We are now two years into the Renewal and Transformation plan and are encouraged by the improved profitability and competitiveness it continues to deliver."

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