In January, Dixons announced the appointment of Dr Utho Creusen as a non-executive Director, and John Whybrow's retirement as a non-executive Director from March.

Dixons hosted a Strategy day for analysts, investors and the media in March at its flagship Megastore in West Thurrock where it announced that it would be accelerating the Megastore and '2-in-1' Currys and PC World store roll out plan, with the 2-in1 concept working extremely well and offering customers the best of both brands in one convenient location.

As a key part of its strategy, the Group continued to cut costs and reinvest in transforming its stores and the shopping experience for all of its customers. This was reflected in the 'Customer Plan' which was launched to Dixons colleagues in April. This is the new corporate vision which sets out customer-focused objectives for the next 3 years to ensure that the business continues to introduce more services to more of its customers with an unbeatable combination of value, choice and service.

With World Cup fever sweeping the nation, the 'Cash for Goals' promotion was launched in Currys and 2-in-1 stores. Customers who bought any TV for £599 or above received £10 cash for every goal that England scored. Currys later paid out an additional £10 for Lampard's 'goal that never was' against Germany, and the whole promotion was extremely popular with customers.

In May, Dixons' exclusive partnership with Apple secured the nationwide launch of the iPad before all of its main competitors. Dixons was the only national retailer apart from Apple themselves, who could offer it to customers nationwide, with a full 60 day head start before the competition.

On the 24 June 2010, Dixons announced that it had seen a 61% rise in full year profits, and shared its plans to continue transforming stores with the new 2-in-1 concept. June alone, saw the opening of the new Stevenage Megastore and two 2-in-1 stores in Kings Lynn and Dudley.

Another exclusive retail partnership was announced by Dixons, this time with Phones 4U marking the arrival of Phones 4U branded shop in shops across all Megastores and a number of 2-in-1 stores across the UK. Tim Whiting, Chief Executive of Phones 4U commented, "Currys is the UK's leading specialist electrical retailer and as a leading mobile retailer, I know that our combined reputation, expertise and complimentary approach to customer service, choice and value will make this partnership an unrivalled success."

August also proved to be a very busy year for the Transformation teams – four more 2-in-1 stores, including two Megastores opened in Medway, New Malden, Rugby and Barbican.

A notable change took place in September at the AGM when shareholders overwhelmingly approved plans to re-brand the Group identity from DSG international plc to Dixons Retail plc. This forward-looking move was simple to execute, and reflected the growth trajectory and resurgence of the company as evidenced by the 61% rise in annual profits announced in June.

At the end of September, Dixons announced the appointment of Dharmash Mistry as a non-executive Director.

In October, Dixons unveiled its new advertising campaign in partnership with Lucasfilm to promote its Megastores, with a little help from the Stars Wars characters R2D2 and C3PO. Filmed at the Currys Megastore in West Thurrock, the campaign was launched nationally, and took a prized spot during the commercial break of the X Factor on ITV which was watched by 12 million people. The campaign saw a departure from the more traditional product led advertisements, and was led nationally on billboards, TV, and national newspapers including The Sun, The Daily Mail and The Guardian. It received an overwhelmingly positive response and helped to cement the Group's position as the country's leading electrical and computing retailer.

At Interim Results, the Group announced that the Renewal and Transformation plan was on track with a total of 250 stores transformed in the UK including 25 Megastores. This represented some 60% of the store portfolio in terms of revenue. 51 stores, including 19 Megastores were confirmed as transformed in the Nordics, and 19 Megastores.

In December, 'Black', a sleek new design concept store from Currys and PC World which brings high end electronics to the High Street, opened in Birmingham. Unique in its offering, Black displays technology in a series of 'collections', which change with the season, ensuring the store has a fresh look and feel every time a customer returns. Praised by the press and the public alike, Black is setting the trend for a new line of specialist stores.

Following the success of the Nintendo DS games console, concept store Black hosted a special midnight launch of the Nintendo 3DS in March.  The Nintendo 3DS was a new generation of portable games console, enabling players to enjoy 3D gaming without the glasses, take 3D pictures and interact with other 3DS players online.

At the end of March, Dixons Retail released its Trading Statement.  Whilst the Renewal and Transformation plan continued to gain traction with customers, Sales were down reflecting the weaker trading environment as consumer confidence deteriorated, particularly in the UK & Ireland.  The Group set out a 4 step action plan to respond to the consumer environment and ensure the delivery of the Renewal and Transformation plan continues;  review options for Spain, reduce capital expenditure, focus on cash generation and look into additional cost reduction initiatives.

The Group confirmed it would exit from its PC City business in Spain in April due to a continuing weak consumer environment.  All 34 stores would be closed together with the head office and on line operations.

May's Trading Statement confirmed the challenging market conditions in many of the Group's markets.  However, the businesses were responding customer's needs enabling them to improve their market positions, particularly in the UK, Nordics, Greece and Italy.

Two joint Currys and PC World superstores opened in May in Swansea, Morfa Retail Park and Kidderminster, Crossley Retail Park.  The stores provided the best of both brands under one roof, making shopping for electricals a much simpler and more enjoyable experience for customers. The new stores would offer the widest range and best selection of electricals from both Currys and PC World.

The Group's Nordic distribution centre in Jönköping, Sweden was sold (and leased back) to a syndicate of investors in June for a total cash consideration payable on completion of approximately SEK600 million (£59 million).   The proceeds of the sale would be used for general corporate purposes, including offsetting drawings on the Group's revolving credit facility and for repayment of the 6.125% November 2012 Bonds.

The company's new end-to-end services brand KNOWHOW was launched later that month, offering customers an affordable range of after sales services from getting a product home and setting it up, to helping customers get the most out of their new purchase – as well as a repair service.  The services were available to everyone, whether they buy their technology from Currys and PC World or not and services could be accessed via the web, the phone, in-store or in home.  KNOWHOW in-store service bars were rolled out in 250 stores.

The Group's Preliminary Results were announced on 21 June.   John Browett, Chief Executive, commented, "We are consistently outperforming our markets and gaining share because our Renewal and Transformation Plan continues to deliver a better and more compelling experience for customers. The store refit programme is progressing well and our relentless focus on customers' needs is reinforced through our services brand KNOWHOW which gives us a differentiated offer. Self-help has put our business on firm foundations and in a strong position for when we emerge from the current weak consumer environment."

On the same day as the Results announcement, it was confirmed that Nicholas Cadbury, Group Finance Director, was resigning from the Board having spent 18 years at the company.  Humphrey Singer would be appointed Group Finance Director to replace Nicholas.

At the end of June, PIXmania signed an agreement with Carrefour to develop its non-food internet offer.    PIXmania would deliver a multichannel website in a number of European countries for Carrefour's non-food offer, utilising its market-leading 'E-merchant' platform.

In the following month, a second exciting agreement was signed.   Harrods, the UK's leading luxury department store operator, announced that Dixons Retail was to operate the consumer electronics section of Harrods' flagship store in London.   Dixons Retail would sell a wide range of leading edge consumer electronic equipment, including computing, audio and vision products together with related accessories and KNOWHOW services across as 11,000 square foot store.

Four new stores opened in July, two Superstores in Blackpool and Farnborough and two Megastores in North Shields and Rotherham.

In August, riots lasting up to five days in London and around the country saw widespread looting and buildings set alight including many of Currys and PC World stores. The Group supported police efforts to identify and arrest those involved in the unrest across the country and teamed up with Crimestoppers.  Thanks to the fantastic response from colleagues, the Currys and PC World stores impacted were back to business quickly.

September's Trading Update for Dixons Retail saw sales down but the performance was in line with expectations compared to strong trading in 2009 as a result of the World Cup and launch of the iPad.   While market conditions had remained unsettled, the Group had continued to trade ahead of our markets as customers responded to the improved customer offer.

In the same month, investors, analysts and journalists joined Dixons management a site visit to Stockholm, Sweden, covering the company's Nordic operations.   A presentation was given on the market background and business model alongside an overview of the country's business operations.   Several store tours followed.

The store Transformation teams continued to work incredibly hard with the opening of five stores in September; two Superstores in Bridgend and Grimsby, two Megastores in Bradford and Old Kent Road in London, one 2-in-1 store at the newly opened shopping centre at Westfield, Straftord City, and in the Currys and PC World Superstore in  Tottenham Court Road store Google made its first foray in to the world of physical retail with a Google-Chrome branded 'shop-within-shop'.

In October, Currys and PC World launched a competition to give away 11 sackfuls of must-have technology worth £10,000 on The Gadget Show's wish list, plus every day between then and Christmas a £1,000 Currys & PC World gift card was won.  The products were delivered, installed and set up by a KNOWHOW expert in time for Christmas.

Following the success of the Star Wars advertising campaign in 2010 with R2D2 and C3PO, another TV and online ad campaign was launched on 1 November.  It starred the formidable Darth Vader to highlight the outstanding in-store customer service experience that Currys and PC World had been working hard to deliver.

Just a week later, Carphone Warehouse announced it was to close all of its 11 Best Buy stores across the UK and Kesa announced plans to sell off its UK-based Comet stores for £2 to a private equity firm.

Later that month, four more Currys and PC World Superstores opened in Altrincham, Enfield, Leyton and Wembly ahead of the Interim Results announcement.

The Results reported total Group sales up 1% and the strategy to continue to build a service-led business model differentiating its offer for customers and suppliers remained.   John Browett commented, "The retail environment continued to be challenging but the pace and impact of improvements in Dixons operating model was driving outperformance versus its competitors."