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The new face of Currys

Currys is the UK’s largest in-store electronic retailer, however market share was threatened by online offerings. Our work was to evaluate the offering and make positive changes so that Currys could continue to offer something different and better to consumers.

The brief >

Shift the negative perception of Currys, the UK’s biggest electronic retailer, into a modern and positive one.

How we made positive change >

Our work started with extensive consumer research which was very uneasy reading for the Currys board. This identified 10 points for Currys to make positive change in its brand, its approach & its customer journey.


In-store sales increased by more than 18% in year one.

A new shopfloor look & attitude, more inclusive hiring, better trained staff, and a CSR campaign to untap talent.


250 million consumers every year.


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