Apple iPad. In June 2010, DSGi changed its name to Dixons Retail plc. Merger with Carphone Warehouse In May 2014, Dixons announced a merger, that soon came to pass, with Carphone Warehouse; the combined company would have market capitalisation of around £3.8 billion. Dixons thus became a wholly owned subsidiary of Dixons Carphone Holdings Limited, and was renamed to Dixons Retail Group plc. Sebastian James, who had been Dixons CEO since 2012, was appointed as CEO of Dixons Carphone. Operations As of 2014, Dixons had 530 outlets in the United Kingdom and Ireland, and 322 in northern Europe. The company is structured according to the international locations of its businesses and brands, as detailed below: United Kingdom and Ireland Brands comprise (40% of sales, largest market share in United Kingdom and Ireland): Currys / PC World – specialises in home electronics and household appliances. Team KnowHow – a provider of after-sales product support and cover. Dixons Travel – a retailer operating in the main airports in the United Kingdom and Dublin International Airport in the Republic of Ireland. DSGi Business – a specialist provider of IT solutions to business and the public sector. Northern Europe Brands comprise (32% of sales, largest market share in Nordic countries and Czech Republic): Elgiganten – ("Electrical Giant") sells home electronics and household appliances in Denmark and Sweden. Elkjøp – ("Electrical Buy") sells home electronics and household appliances in Norway. Elko – sells home electronics and appliances in Iceland. Gigantti – ("Giant") sells home electronics and household appliances in Finland. Electro World – electrical superstores in the Czech Republic. The Polish Electro World chain is no longer owned by Dixons. Southern Europe Brands comprise (13% of sales, largest market share in Greece): Κωτσόβολος ("Kotsovolos") – sells home electronics in Greece. Product brands Since the Prinz brand was introduced in the 1950s, Dixons Retail has used a number of own brand names for products sold in its stores. Current Dixons' brand lineup underwent a major reorganisation during 2010. , the brands in use include the following: Essentials – Includes Currys Essentials and PC World Essentials. Logik – Registered as a trademark since 1989. Intended for everyday use with an "emphasis on reliability and efficiency" and "a better value alternative to the major name brands without compromising on performance." Advent – Established PC World brand used for computers, peripherals and other accessories. Sandstrøm – Intended to compete