Pixmania to become German
British retailer Dixons has received an irrevocable offer from German holding mutares to purchase e-tailer PIXmania, which owns online distribution businesses in Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Poland, Portugal, Spain, Sweden and the United Kingdom. In line with French labour codes, Dixons Retail will enter into a consultation period with PIXmania's Works Councils. A further announcement will be made following these discussions. In preparing their irrevocable offer, mutares have developed a plan to build on PIXmania's pure play ecommerce operations. Under the terms of the offer, Dixons would provide approximately €69 million of cash which will be ring-fenced to support mutares' plan and for the ongoing funding of the business.
Pixmania Pro reviews its European presence
In a bid to generate savings, e-tailer Pixmania, which owns the online semi-distributor Pixmania Pro, has decided to close all its physical stores (in France, Portugal and Spain) and to shut down operations and sales in 12 countries (Austria, Cyprus, Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Luxembourg, Slovakia, Slovenia and Switzerland). The company will continue to operate in Belgium, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Poland, Portugal, Spain, Sweden and the United Kingdom.
Dixon hires Birbeck to head Pixmania
British group Dixons Retail has hired former Equanet boss Phil Birbeck to head its loss-making online operation PIXmania (and its semi-distribution website Pixmania Pro) after coughing €10m to buy the founders' remaining shareholding.
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Pixmania opens in Brno
Czech Republic : previous covering the country and, more generally, the Central European region, from its offices in France, retailer Pixmania (with its semi-distribution arm Pixmania Pro) has decided to open a new office in Brno, with local sales, marketing, purchase and logistics for a selection of products. From Czech Republic, Pixmania plans to address more efficiently, beside Czech Republic, Austria, Denmark, Estonia, Finland, Germany, Greece, Hungary, Latvia, Lithuania, Poland, Slovakia, Slovenia and Sweden. France will thus continue to focus on Belgium, Ireland, Italy, Luxembourg, the Netherlands, Portugal, Spain and the United Kingdom. Thanks to this new Central European office, Pixmania plans to reach a turnover of €500m within 4 years, from €150m now.
French e-tailer Pixmania has launched some years ago its B2B business, Pixmania Pro. The goal was to target both professional end users and resellers. The company has opened websites for Austrian, Belgian, British, Czech, Danish, Dutch, Estonian, Finnish, French, German, Greek, Hungarian, Irish, Italian, Latvian, Lithuanian, Luxembourg, Polish, Portuguese, Slovakian, Slovenian, Spanish and Swedish markets. Unfortunately, for most of these, Pixmania did not deploy local teams, instead relying on a central back-office based in France, with limited language capabilities.
This strategy seems to reach its first limits, as a Danish reseller, which used Pixmania Pro to sell flat screens in its countries, has decided to shut down its activity : Pixmania did not inform him about product shortages, which led to numerous end-user complaints. A situation which the reseller could not bear and led to its shutdown. Even worse : some months ago, some products delivered in Sweden were incompatible with local television standards, seemingly unknowingly from Pixmania which bases its offer on a unified, pan-European portfolio. With such problems, the company therefore may seem to go faster than it should on European market... (source : Computer Reseller News Danmark).
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