The New Black is… 'Black'

Brand New Concept In Electricals Retailing

LONDON, December 23, 2010 - Birmingham, the style capital to rival London, has been chosen as the
first City in the UK to experience 'Black', a brand new concept electricals
store from Currys and PC World.

Now open in Birmingham High Street, 'Black' provides the ultimate
synthesis of luxury and technology backed up by the credentials and expertise
of the UK's biggest electrical retailers.

Product ranges, which include brands such as Apple, B&W, Leica, Kindle
and more, have been specially selected for discerning Birmingham shoppers,
who want this season's hottest must-have, be-seen-with kit, as much for their
aesthetic as technical features, with extended ranges available online.

Taking its cues from fashion boutiques, Black will display technology in
a series of 'collections', which will change with the season, ensuring the
store has a fresh look and feel every time a customer returns. Mannequins
will showcase the most stylish pieces available, and every product will have
to meet the highest tech and style specifications before it earns a place on
the shopfloor.

The two opening 'Collections' -' Driving Home for Christmas' and 'Objects
of Desire' - will provide answers to all those high tech, luxury Christmas
wish-list demands.

A 'KNOWHOW' area offers workshops and one-to-one sessions where customers
can learn to personalise and customise their gadgets to suit their own
preferences.

A chill-out zone offers relaxing comfortable sofas for customers to enjoy
a cup of coffee while surfing the internet to view extended ranges or check
out news and views on the store's Facebook page, and children can play Star
Wars Lego and other puzzle games on the Apple Macs in the kids zone.

Glass-fronted, open and welcoming experience rooms provide the perfect
place for customers to turn up the volume and truly experience the very
latest and best audio and TV (
www.dixons.co.uk/gbuk/tv-dvd-blu-ray-11-u.html) have to offer.

GT Chand, Black's store manager, comments, "Birmingham is the perfect
location for us to launch this new high-end store concept. Since the opening
of the Mailbox and Selfridges at the Bull Ring, Birmingham has become
synonymous with high-end retailing, and provides the perfect backdrop for our
new store. Over the years, gadgets have become increasingly 'must-have' and
desirable; from flat screen tvs(
www.dixons.co.uk/gbuk/tv-dvd-blu-ray-11-u.html), to the latest mobile
phones or tablet computers We can't wait to see how Birmingham responds to
seeing these amazing gadgets displayed in a store format which truly reflects
that tech can be just as exciting as a new pair of shoes!"

Visit 'Black's' Facebook page www.facebook.com/blackfortechnology
for more details about the KNOWHOW workshops.

Anina Castle, +44(0)1727-202379, Anina.castle at dixonsretail.com