Dixons boosted by summer of sport

Dixons Retail Group has seen sales figures climb in the summer better than it expected thanks to people buying TVs and tablets to watch the Olympics

A summer of sport sparking strong sales of TVs and tablets helped Dixons deliver sales that were better than it was expecting.

With the football at Euro 2012 as well as the Olympics helping to spark television sales as well as ongoing consumer interest in tablets the PC World and Currys owner saw like for like sales increase by 5% for its first quarter, the 12 weeks ended 21 July.

Sales in UK and Ireland improved by 7% year on year, with Northern Europe as a whole up by 13% but Southern Europe saw a 10% decline.

The Pixmania business also remains a challenge with revenues declining by 3%, although last month Dixons took control of the firm after acquiring the 22% stake owned by the Rosenblum family.

The retailer delivered the numbers in a trading update that was a mixture of good news about July but some more cautious expressions about the time between August and the arrival of Windows 8.

Having gone out and bought TVs and tablets to watch the games punters then stayed at home in August to watch them so sales have not been great last month and until Windows 8 hits the shelves in October Dixons expects things to be fairly quiet.

"I've been gently encouraged by our performance which turned out, certainly in the UK, Ireland and northern Europe, to be slightly better than we anticipated," said Dixons Group chief executive Sebastian James.

"August has proven to be quieter across the retail sector in some of our markets and we continue to be cautious about the outlook.  However, we are well placed for the back to school period and look forward to the launch of Windows 8 and the exciting new products that we will have available for customers for the Christmas period," James added.

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