THE high-street brand, Carphone Warehouse will no longer exist from today - with the name disappearing from all remaining shops in the North East for good.
The long-standing name, which was left with a handful of stores within Currys PC World units across County Durham, Teesside and Tyne & Wear, has been officially axed.
Part of its biggest ever rebrand, Carphone Warehouse along with brands Team Knowhow and Dixons Carphone have now been rebranded as 'Currys.'
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It comes as stores across the North East have been spotted receiving new purple branding without the Carphone name in the past few weeks.
Earlier this year, the company said that customer habits had changed suggesting this was behind the dramatic change in direction and axing of the brand.
Ed Connolly, Chief Commercial Officer at what was known as Dixons Carphone at the time, said: “We exist to help everyone enjoy amazing technology, and for many of our customers, a mobile phone is the most important and most used piece of tech in their lives.
"That’s why today, we’re excited to bring our new mobile offer to market, with flexible plans and transparent pricing, giving customers great value when it comes to purchasing mobile devices and plans.
“While our habits and needs change, often mobile contracts don’t, with the majority of consumers locked into lengthy and expensive agreements. With customers holding onto their devices for longer, we know that finding the right handset and SIM can be a real struggle.
“Customers can now curate the exact plan they want and will only pay for what they need, so no unexpected costs.”
But today, Currys said all the former brands would become one as it said a new loyalty scheme had been launched to mark the occasion.
Launching 'Currys Perks' it said that customers will be given member discounts, monthly surprises and giveaways and additional perks.
Mark Allsop, Chief Operating Officer at Currys plc, says: “Currys Perks is the first step in creating a game-changing loyalty programme and building more valuable relationships with our customers – this is what they look for in a world-class omnichannel retailer.
“Currently more than a third of our revenue comes from customers who have signed up to our existing direct marketing platforms, the creation of Currys Perks presents us with a huge opportunity to grow our database in a meaningful way and create customers for life.
“It is also a great way to mark the move to one brand today. Currys has been the best-known and most trusted brand in tech since it was founded in 1884 by Henry Curry. We have spent decades building relationships with our customers and Currys Perks is another step towards creating meaningful customer relationships for life."
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