What Currys does

Currys plc is a UK-listed (LSE: CURY) omnichannel technology retailer operating 708 stores across six countries under the Currys brand in the UK and Ireland and the Elkjøp brand in Norway, Sweden, Finland, and Denmark. Founded in 1948 as a radio repair shop in Letchworth, the company was formed through the 2014 merger of Dixons and Carphone Warehouse, rebranded as Currys plc in 2022, and employs approximately 30,000 colleagues. The core proposition is the sale of consumer electronics, home appliances, and connected devices through physical stores, the currys.co.uk e-commerce platform, and adjacent service offerings; FY2024/25 group revenue was £8.7bn with a 2% LFL increase and £162m of adjusted PBT (raised to ~£191m guidance for FY2025/26).

The company's revenue model blends transactional hardware sales with a growing services and recurring-revenue stack: extended care plans and tech insurance covering 11.9 million active subscriptions, the iD Mobile MVNO with 2.6 million subscribers running on the Three network, trade-in and Cash for Trash recycling, refurbished device sales, and exclusive channel partnerships with Sky (sole UK retailer of Sky Stream across 285 stores), Microsoft (first UK retail authorized service provider for Surface), Samsung, Vodafone Home Broadband, and Freely. Underpinning the offering is Europe's largest technology repair centre at Newark, a 500,000 sq ft facility that handles approximately 2.9 million repairs per year, supports over £5bn of annual sales, and is now anchored by a 1.2 million sq ft logistics footprint following a 20-year lease expansion completed in April 2026.

Go-to-market combines direct-to-consumer retail with selective B2B distribution and partner channels, supported by an AI technology layer being built on Azure OpenAI Service with Accenture and Microsoft, and a Stripe payment terminal modernization across nearly 300 UK and Ireland stores. Strategic positioning is anchored on the 'Long Live Your Tech' circular economy commitment, SBTi-approved emissions targets, and exclusive brand partnerships; the company is currently navigating a leadership transition with Fredrik Tønnnesen (formerly head of the Nordics division) succeeding CEO Alex Baldock effective August 3, 2026.

Name

Currys

Legal name

Currys plc

Website

https://currysplc.com

Company type

Public

Founded year

1948

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Currys plc is a UK-listed omnichannel consumer electronics retailer operating 708 stores across the UK, Ireland, and Nordics under the Currys and Elkjøp brands, generating £8.7bn in FY2024/25 revenue from hardware sales, repair services, iD Mobile subscriptions, and exclusive channel partnerships with Sky, Microsoft, Samsung, and Vodafone.

Ownership category

akta.pro rank

Product category

Consumer Electronics Retail

NAICS

Electronics and Appliance Retailers (4492), Electronics and Appliance Retailers (44921)

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Consumer Electronics & Appliances Online Retailers (CRAFADAD)

Keywords

• Consumer electronics retail
• Home appliances retail
• Technology repair services
• Mobile virtual network operator
• Omnichannel retail

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (Hardware): Sale of technology products including TVs, laptops, phones, appliances, and consumer electronics through retail stores and e-commerce platforms. Revenue from both new and refurbished devices.
2. Mobile Services (iD Mobile): Mobile virtual network operator offering SIM only plans and mobile contracts, running on Three network, with 2.6 million subscribers as of FY2025/26
3. Services (Care, Repair, Trade-in): Revenue from extended warranties, tech insurance plans, repair services, and trade-in programs. 11.9 million active care services and tech insurance plans. Trade-in generates average value of £137 per device.
4. Refurbished Tech Sales: Sale of refurbished electronics processed through Newark repair centre, including mobiles, laptops, and small tech devices
5. Broadband Partnership Revenue: Partnership revenue from Vodafone broadband sales through Currys stores, including the Vodafone Together discount program

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Currys is a leading omnichannel consumer electronics and home appliance retailer operating 708 stores across 6 countries under the Currys (UK & Ireland) and Elkjøp (Nordics) brands. The company sells new electronics, laptops, phones, TVs, and household appliances through physical stores and e-commerce platforms, complemented by an integrated services portfolio including mobile connectivity (iD Mobile), Europe's largest tech repair centre in Newark, trade-in, refurbished tech sales, recycling, and warranty/insurance products.

Product overview

Currys is a leading omnichannel technology retailer operating 708 stores across 6 countries (UK & Ireland, Nordics) under the Currys and Elkjøp brands, generating £8.7 billion in revenue. The core product offering encompasses new electronics and appliances sold through physical stores and online platforms. Supporting the core retail business are multiple add-on services: iD Mobile (mobile virtual network operator with 2.6 million subscribers), comprehensive repair services through Europe's largest tech repair lab in Newark, trade-in and Cash for Trash recycling programmes, and refurbished tech sales. The company also offers Vodafone Home Broadband and Sky Stream exclusive retail partnerships, along with Tech4Families charitable initiatives. Recent additions include plug-in solar panels and wellness/cooling products. The company emphasizes its 'Long Live Your Tech' circular economy approach combining repair, reuse, trade-in, and recycling services.

Differentiator

Problem solved

Functional benefit

Products and services

• Currys (UK & Ireland) Consumer Electronics & Appliances Retail Omnichannel retail offering of new consumer electronics and home appliances (TVs, laptops, smartphones, appliances, gaming) through 300+ Currys stores and currys.co.uk across the UK and Ireland, supported by in-store expertise, delivery, installation, and after-sales services.
• Elkjøp Nordic Consumer Electronics & Appliances Retail Omnichannel retail of consumer electronics and home appliances across Norway, Sweden, Finland, and Denmark under the Elkjøp brand, contributing approximately 40% of Group revenue and operating through physical stores plus online channels.
• iD Mobile (MVNO) Currys-owned mobile virtual network operator running on the Three network, offering SIM only deals and mobile contracts with 5G access, Data Rollover, and roaming in 50 destinations. Plans start at £3.99/month for 2GB data with unlimited minutes and texts. Subscribers grew 18% to 2.6 million.
• Repair Services (Newark Repair Centre & Field Engineers) Comprehensive repair services spanning Europe's largest tech repair centre in Newark (500,000 sq ft, ~2.9 million repairs/year, 3D-printed spare parts), approximately 200 in-home expert field engineers, and the RepairLive video-call support service. Covers laptops, TVs, smartphones including Microsoft Surface repairs.
• RepairLive (Video-Call Technical Support) On-demand online technical support service available via video call for laptops and TVs, connecting customers with expert technicians at the Newark repair centre to identify faults, undertake DIY fixes, or arrange repairs.
• Trade-In Programme Service allowing customers to exchange old devices for gift cards or money via online trade-in calculators and in-store evaluation. 60,300 products traded in with average value of £137 given to customers. Includes 10-15% discount on Samsung products when trading in old tech.
• Cash for Trash Recycling Recycling initiative guaranteeing customers £5-£10 store credit for any unwanted tech. Expanded via charity partnerships including Cancer Research UK and Deloitte's 'Recycle for Good' programme in charity shops.
• Refurbished Tech Sales Sale of refurbished electronics processed through the Newark repair centre, including mobiles, laptops, and small tech devices via the Currys online platform. Over 130,000 refurbished tech items sold in 2024/25, an 11% increase year-on-year.
• Tech4Families Programme Charitable programme in partnership with the Digital Poverty Alliance providing refurbished laptops to digitally deprived families. Over £750k raised through Pennies micro-donations since May 2022, with 2 million customer donations celebrated in December 2024.
• Vodafone Home Broadband (in-store) Full range of Vodafone Home Broadband services, including Pro II Broadband, available for sale in all Currys stores. Existing Vodafone mobile customers can access a £3/month discount through the Vodafone Together programme.
• Sky Stream (Exclusive Retail) Exclusive retail partnership selling Sky Stream in 285 Currys stores nationwide, with in-store demonstrations in Vision areas. Sky Stream is a satellite-free streaming device providing access to 150+ channels and 100,000 hours of content through apps including Netflix, Disney+, and BBC iPlayer.
• Manhattan Aero 4K with Freely Streaming Device Streaming box powered by TiVo OS, exclusively launched at Currys in March 2026 priced at £69.99. Provides access to Freely's free channels from BBC, ITV, Channel 4, and Channel 5 along with apps such as Netflix, Disney+, YouTube, and Prime Video. Sold out almost immediately at launch.
• Care Services and Tech Insurance Plans Extended warranties and tech insurance plans providing additional peace of mind for new technology purchases. Subscription-based, with 11.9 million active care services and tech insurance plans across the Group.
• Microsoft Surface Repair Service Surface laptop repairs available across 300 UK Currys stores as Microsoft's first official retail authorised service provider in the UK. Repairs include display, thermal module, kickstand, and Surface Connect port replacements performed by Newark technicians.
• OLED Copilot+ Laptops (Lenovo Yoga Slim 7 Aura & Asus Vivobook S16) Two OLED Copilot+ laptops launched at £599 each, featuring Intel Core Ultra 5 processors, 16GB RAM, and Windows 11. Sold through Currys' retail channels.

Quantifiable outcome

• 5.5 million items of e-waste collected for reuse and recycling in 2024/25
• +7 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability8 records

Feature5 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Samsung UKcoreStrategic or Co-development PartnerTrade-in initiative partnership offering customers 10-15% off Samsung products when trading in any old electrical item. Collaboration spans 17 product categories across 390+ Samsung products in Currys stores and online.
• VodafonecoreChannel Partner/ Reseller/ DistributorExpansion of existing mobile partnership to include Home Broadband services. Vodafone's full broadband portfolio available in all Currys stores, including Pro II Broadband. Existing Vodafone mobile customers can access £3/month discount through Vodafone Together.
• SkycoreChannel Partner/ Reseller/ DistributorExclusive retail partnership for Sky Stream streaming device. Currys is the only UK retailer selling Sky Stream, available in 285 stores nationwide with in-store demonstrations in Vision areas.
• MicrosoftcoreTechnology or IntegrationCurrys became Microsoft's first official retail authorized service provider (ASP) in the UK for Surface laptops. Enables in-store support and repairs for Surface devices across 300 UK stores using Newark repair lab capabilities.
• AccenturecoreImplementation/ SI/ Consulting PartnerStrategic collaboration with Accenture and Microsoft to deliver cloud technology infrastructure and accelerate adoption of Microsoft AI technologies including Azure OpenAI Service. Aims to modernize, secure and simplify technology estate.
• StripecoreTechnology or IntegrationMajor partnership to install next-generation Stripe payment terminals across nearly 300 Currys stores in UK and Ireland. Enables faster transactions, mobile payments, and future AI-enabled shopping experiences. Pennies charitable microdonations integrated into terminals globally as a retail first.
• NeighbourlycoreStrategic or Co-development PartnerPartnership with Neighbourly and Microsoft to deliver AI charity skills programme. Free, bespoke training sessions for charities on AI skills, delivered by Currys colleagues alongside Microsoft representatives. Supported by Department for Science, Innovation and Technology.
• Digital Poverty AlliancecoreStrategic or Co-development PartnerFounding partner of Digital Poverty Alliance launched with Learning Foundation. Tech4Families scheme provides laptops to digitally deprived families. Over £750k raised through Pennies microdonations. 2 million individual customer donations achieved.
• DeloitteminorStrategic or Co-development PartnerPartnership to drive recycling of tech and awareness of e-waste and digital inclusion. Deloitte's 25,000 UK colleagues encouraged to recycle old tech at Currys stores through 'Recycle for Good' initiative.
• British Retail Consortium (BRC)minorStrategic or Co-development PartnerMember of BRC Climate Action Roadmap, committing UK retail industry to net zero by 2040. Collaborative action on climate and sustainability policy.
• Science Based Targets initiativecoreStrategic or Co-development PartnerEmissions reduction targets approved by SBTi as consistent with Paris Agreement goals. Committed to 50% reduction in Scope 1, 2 and 3 GHG emissions by FY2029/30.
• Responsible Business Alliance (RBA)minorStrategic or Co-development PartnerAffiliate member of RBA, committing to align operations with RBA Code of Conduct and encourage first-tier suppliers to do the same.
• EV100minorStrategic or Co-development PartnerFirst electricals retailer to sign up to The Climate Group's EV100 initiative, committing to transition to fully electric or alternative fuel fleet by 2030.
• Circular Electronics Partnership (CEP)minorStrategic or Co-development PartnerMember of CEP bringing together experts and organizations to set vision for circular economy for electronics by 2030. Supported creation of circular electronics guide.
• EcoVadisminorStrategic or Co-development PartnerPartnered with EcoVadis to measure supplier sustainability performance. 64% of Group spend now assessed for sustainability and 63% for carbon maturity.
• DEFRAminorStrategic or Co-development PartnerWorking with UK Government and DEFRA as part of their Circular Economy Taskforce to address e-waste. Hosted Minister Mary Creagh MP at Newark repair centre.
• Slave Free AllianceminorStrategic or Co-development PartnerFounder member of Slave Free Alliance, a best practice membership scheme run by Hope for Justice. Collaboration to review security and cleaning providers for human rights risks.
• FairphoneminorStrategic or Co-development PartnerPartnership to bring Fairphone's award-winning modular smartphone to more UK consumers. Supports repairability and circular economy goals.
• Bright FutureminorStrategic or Co-development PartnerPartnership with Bright Future to provide secure employment for survivors of modern slavery and help them find stable work at Currys.
• PenniescoreStrategic or Co-development PartnerMicrodonation partnership allowing customers to round up purchases for good causes at point of sale. Tech4Families funding raised through Pennies. As retail first, Pennies integrated into Stripe terminals globally.
• Cancer Research UKminorStrategic or Co-development PartnerPartnership to support Cancer Research UK with recycling unwanted tech through expanded Cash for Trash programme in charity shops.
• FreelycoreChannel Partner/ Reseller/ DistributorPartnership to sell Freely-powered Manhattan Aero 4K TV streaming device, exclusive UK retailer. Device brings free live TV and on-demand streaming to any TV without subscription.

Scale indicators19 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Fnac Darty: Fnac Darty is a French-listed omnichannel retailer of consumer electronics, home appliances and entertainment products with strong positions in France, Iberian Peninsula, Belgium, Switzerland and (via Darty) the UK. Closely comparable in product mix, attached services, and store-led omnichannel model.
• MediaMarktSaturn: MediaMarktSaturn is Europe's largest consumer electronics retailer operating across many of the same European markets as Currys/Elkjøp. Both run omnichannel CE retail formats with attached services, financing, and trade-in offerings.
• AO World: AO World is a UK-based online retailer of major domestic appliances and consumer electronics. It is a direct UK competitor to Currys' online and omnichannel CE/appliance business and was one of the takeover targets Frasers had previously invested in.
• Power International (Power.no / Power.dk): Power is a leading Nordic consumer electronics and home appliance retailer headquartered in Norway. It is the most direct competitor to Elkjøp within Norway, Sweden, Denmark and Finland — the same four-country footprint Currys' Nordic division serves.
• Argos (Sainsbury's): Argos, owned by Sainsbury's, is a major UK general merchandise and consumer electronics retailer with a click-and-collect and store-led model. It competes directly with Currys in TVs, laptops, small appliances, and gaming hardware.
• JB Hi-Fi: JB Hi-Fi is an Australian specialty retailer of consumer electronics, home appliances and home entertainment, plus a separate commercial business. Closely comparable to Currys in store-led CE retail, attached services, and category mix.
• John Lewis & Partners: John Lewis is a UK department store and omnichannel retailer with a substantial consumer electronics and large appliance category. It is a direct UK competitor to Currys in higher-end CE, with comparable attached services and extended warranties.
• CeX: CeX is a UK-based retail chain specialising in second-hand and refurbished consumer electronics, gaming, phones and computing. It is a direct competitor to Currys' refurbished tech, trade-in and circular-economy propositions, although smaller in scale.

Broad incumbents

• Amazon: Amazon is the dominant online marketplace and a major seller of consumer electronics and home appliances in the UK and across Europe. It is the principal structural headwind to Currys' online share and pricing power in commodity CE categories.
• Best Buy: Best Buy is the largest US consumer electronics specialty retailer with a comparable omnichannel CE/appliance model and growing emphasis on services, Geek Squad-style support, and trade-in. A like-for-like North American analogue for Currys' omnichannel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/curryspcworld
• LinkedInlinkedin.com/company/currys-digital
• Facebookfacebook.com/curryspcworld

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Currys