Hygena at Currys
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| Hygena at Currys | |
|---|---|
| Type | Limited |
| Founded | 2000 |
| Headquarters | |
| Industry | Furniture retailing |
| Products | Kitchens Appliances |
Hygena at Currys was a concession between Currys (DSG International plc) and MFI, specialising only in kitchen design and sales. The furniture products sold were identical to those of MFI, however rebranded to distinguish the two companies, and usually sold at a vastly discounted price to offset competition from Howden Joinery and MFI itself. Currys benefitted and made profit from appliance sales associated with the sale of a kitchen and increased product knowledge from specialist staff.
There were 130+ concessions found in Currys stores throughout the United Kingdom, but the concession suffered from particularly poor publicity, with funds used entirely for MFI's own advertising and the refusal of DSG to include the brand in their own Currys campaigns. Therefore Hygena at Currys relied almost entirely on word of mouth marketing.
On 2005-05-10, after five years of trading, it was decided by mutual agreement to end the partnership, with the final stores closing in October 2005. Every Currys store that had previously contained 'Hygena at Currys' showroom underwent a substantial refit, at the cost of MFI (rumoured in excess of £5m), to restore the floorspace to its previous state.
Currys proceeded to replace the kitchen departments with an enhanced range of laundry, refrigeration and integrated products, however, outdoor advertisements for Hygena at Currys remained in place above many store entrances for some months to follow, causing a degree of confusion amongst the public. In certain larger stores, the increase in floor space that the refit generated was used to install lighting departments, a first for DSG International plc.
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