Harrods Invites Dixons to Run its Electronics Department

Dixons and Harrods, together under one roof.

Anyone who's been to the world famous Harrods department store in London knows that it is one million square-feet that oozes class. With this kind of reputation, you'd imagine that Harrods wouldn't let a mass-market retailer like Dixons in the door, never mind allow the brand to run one of its departments. However, Dixons is ready to position itself as a more high-end brand and with Harrods priding itself in being able to supply anyone with anything (the store's motto is Omnia Omnibus Ubique—All Things for All People, Everywhere), the two have joined forces.

The Telegraph reports that Harrods has invited Dixons to run its electronics department, though both parties insist that the partnership will result in something far more upmarket than your local PC World or Currys.

"This gets the message across we have changed as a business and have a different level of customers service and product than you'd associate with the old Currys," said David Lloyd-Seed of Dixons Retail.

A spokesperson for Harrods was keen to clarify that while Dixon's will be running the show, there will not be a Dixons shop in Harrods:

"Our offering will be very different to that of other Dixons stores - this is a joint partnership, not a Dixons shop within Harrods."

The Telegraph reports that the 11,000 square-foot concession will replace the current selection of small brand and retail concessions (like Sony, Samsung and HP), with only Bang & Olufsen to remain. Dixons will sell products not available in its high-street stores, such as Leica cameras and 85-inch plasma TVs.