PC World


PC World – Why Work For Us?


Dixons Retail plc is Europe's largest specialist electrical retailing and services company.

Our aim is to bring the latest technology at the best prices to our customers combined with great advice and after sales care. We employ 32,000 people in 12 countries and more than 100 million customers shop with us every year, online and in our 955 stores.

We aim to be the multi-channel leader in all markets we operate. We are no. 1 in the UK & Ireland, Norway, Sweden, Finland, Denmark and Greece. A strong leadership position in a market means we are top-of-mind for customers looking for electrical and computing products and services.

In May 2008 we launched a Renewal & Transformation plan to transform the Group, focusing on customers as well as deliver a 3-4% EBIT return. Further details of this can be found on the corporate site.

Underpinning the Renewal & Transformation is an absolute focus on improving the shopping trip for customers. This has been formulated into the Customer Plan which starts with seven core principals which form the basis of the work being done to improve the business for customers, colleagues and shareholders. Further details can be found under the Customer Plan.


Our company values reflect who we are, how we do things, and where we want to be.

We love to make our customers happy:

  • We give honest advice
  • We give customers what they want
  • It’s an enjoyable shopping experience
  • They leave happy and recommend us to others

We know our stuff:

  • We talk knowledgeably and accurately about our products
  • We know where to find information and enable our customers to understand too
  • We help our colleagues to be the best

We love to work here:

  • Proud to work for the brand
  • Rewarded for performance

We Deliver:

  • We are market leading
  • We are innovative

* Every day we learn something new, technology evolves and old systems become obsolete.  Here at Dixons Retail we strive to move with the times, to ensure our knowledge is second to none and that every single one of our colleagues provides an amazing experience to each and every one of our customers. 

As our business has evolved, our original company values no longer reflect who we are and what we want to achieve.  We believe in listening to our colleagues so we’re currently in the middle of a huge colleague engagement programme to ensure our new company values reflect who we really are.



Lord Kalms of Edgware



Lord Kalms of Edgware created Dixons Retail from a one store family business into one of Europe's leading retailers in a career spanning more than half a century.

Lord Kalms was Chief Executive until 1971 when he became Chairman. In 1996 he was awarded a knighthood in recognition of his services to the electrical retailing industry. He stepped down as Chairman in 2002 and was appointed President of the Group. He was awarded a Life Peerage in 2004.

Lord Kalms is founder and sponsor of Dixons Bradford City Technology College and a former visiting professor of the University of North London.

Lord Kalms has served as Chairman, King's College Healthcare NHS Trust; non-executive Director of British Gas plc; member of the Funding Agency for Schools; Director and Treasurer of the Centre for Policy Studies; Governor of the National Institute of Economic and Social Research; Director of Business for Sterling; Trustee of Industry in Education Ltd and Trustee of The Economic Education Trust. Lord Kalms was Treasurer of The Conservative Party from November 2001 to June 2003.

Keith Jones


Interim Managing Director Southern Europe

Keith has 30 years of retail experience in Europe and is currently MD Southern Europe for Dixons. Previously he has held roles including Chief Executive Officer of JJB Sports plc & Group Retail Director of Dixons Retail plc, where as a member of the Group Executive Committee he had responsibility for all UK/Ireland fascias including PC World, Currys, Dixons Travel and Digital. Previously he was Managing Director of PC World Stores Group with responsibility for stores in the UK, Spain, France, Italy and Nordics in addition to Group Service Operations.

He has also held senior roles in Virgin retail and Kingfisher plc’s leading DIY chain, B&Q.  Keith has an MBA from Manchester Business School.

Phil Birbeck


President Director General: Pixmania Group

Phil took up his current position in Pixmania in August 2012. He joined the group in 1989 as a store manager designate and held a number of store and divisional management roles in Currys and Dixons before moving to the PC World chain in 2000. He spent 4 years as Operations Director for PC World before moving to Spain as MD PC City and more recently in the UK as MD DSG Business.

Phil spent the early years of his career at Woolworths as a store manager having graduated from their retail management development programme.

David Lloyd-Seed


IR, PR & Corporate Affairs Director

David Lloyd-Seed is IR, PR & Corporate Affairs Director at Dixons Retail.  Before joining Dixons Retail in 2005, David worked as a corporate broker for 18 years latterly as a Director with Citi.

During his time in corporate broking he advised a number of companies on IR, market related activities, fund raisings, mergers and IPOs across a number of sectors.

David sits on the Board of the British Retail Consortium and is a member of the IR Society's Board and Finance and Policy committees.

Andrew Lawley


Group Strategy Director

Andrew joined the Group in March 2013 as Group Strategy Director.

His previous roles included that of Managing Director at RBS Equity Finance, the manager of a private equity fund, and a Director in the Mezzanine and Leveraged Debt businesses at RBS.  Prior to this he commenced his career in corporate finance advisory and business turnaround and restructuring at Coopers & Lybrand.  In his private equity role, Andrew held a number of non executive board appointments to help support portfolio businesses through periods of strategic change and growth.

Steve Ager


Group Commercial Director

Steve joined the Group in October 2008 from Tesco, where he held a number of commercial and buying roles both in the UK and globally.

While at Tesco, he set up operations in Asia and Central Europe; he was responsible for the creation of the Tesco Express format and he masterminded the Tesco Finest range.

Katie Bickerstaffe


Chief Executive - UK & Ireland

Appointment to the Board:
February 2012

Katie Bickerstaffe joined the Board on 20 February 2012. She joined the Group as director of marketing, people and property in June 2008. In addition to her executive position she is also a non-executive director of Scottish and Southern Energy plc.

Previously, Katie was managing director of Kwik Save Ltd and group retail director and group HR director at Somerfield plc. Her earlier career included roles at Dyson Ltd, PepsiCo Inc. and Unilever PLC.

Sebastian James


Group Chief Executive

Appointment to the Board:
20 February 2012

Sebastian James was appointed as Group Chief Executive, and, joined the Board on 20 February 2012. Sebastian joined the Group in April 2008 and held various roles before his appointment to the Board including Group Operations Director.

Prior to joining the Group he was chief executive of Synergy Insurance Services Limited, a private equity backed insurance company. He has wide retail experience and was strategy director responsible for developing and implementing the turnaround strategy at Mothercare plc in 2003. He started his career at The Boston Consulting Group having completed an MBA at INSEAD and an MA at Oxford University.

Helen Grantham


Company Secretary & General Counsel

Helen joined Dixons Retail in 2007 from William Hill plc, where she was Company Secretary and General Counsel.


She has also served as Company Secretary at Chubb plc and Hepworth plc. Earlier in her career she was an in-house lawyer at Boots, and qualified as a solicitor with Hammonds.

Humphrey Singer


Group Finance Director

Appointment to the Board:
1 July 2011

Humphrey Singer joined the Board on 1 July 2011. Humphrey joined Dixons Retail in 2007. He has held various finance roles since then, including finance director of Currys, group financial controller and finance director of the UK & Ireland division.

Prior to joining Dixons Retail, Humphrey was finance director of Coca Cola Enterprises (UK) Ltd and prior to that also held a number of finance roles at Coca Cola Enterprises (UK) Ltd and Cadbury Schweppes plc.

Jaan Ivar Semlitsch


Managing Director for Northern Europe

Jaan Ivar Semlitsch was appointed as Managing Director for Northern Europe on 3rd January 2013.  Prior to joining the Group, Jaan Ivar was the CEO of REMA Industrier AS from 2009, which is part of one of Scandinavia's largest supermarket chains.

Jaan started his career at McKinsey & Co, before being appointed Managing Director of specialist electrical retailer Expert Denmark AS. Jaan Ivar went on to become COO of Statoil ASA, a group of petrol station and convenience store outlets in Northern Europe in 2004 and CO of Plantasien ASA, Scandinavia's largest garden centre chain in 2007.





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Knowhow Technican Area @ PCW Tottenham Court Road
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PC World Reviews

37 Reviews
37 Reviews
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Sebastian James
10 Ratings

    As a contractor I had the ability to make a little or a lot of money, and I could work whenever I wanted. Awesome!

    • Comp & Benefits
    • Work/Life Balance
    • Senior Management
    • Culture & Values
    • Career Opportunities
    Former Employee - Writer in San Francisco, CA
    Former Employee - Writer in San Francisco, CA

    I worked at PC World as a contractor (more than 3 years)


    Flexible schedule. Very nice people. Better pay than most writing jobs. The leadership has experience, and they know a lot of people that can help you get additional contract jobs.


    Nothing significant really. Sometimes it was difficult to meet a strict and important deadline for a column, but the quality pay was worth it in the end!

    Advice to ManagementAdvice

    I have no advice to management. I am and was rather satisfied with the ability to manage work and life as a contractor. They couldn't do too much to improve the quality of work.

    Neutral Outlook
    Approves of CEO

PC World Interviews

Updated Nov 21, 2014
Updated Nov 21, 2014

Interview Experience

Interview Experience


Getting an Interview

Getting an Interview


Interview Difficulty


Interview Difficulty




    Sales Assistant Interview

    Anonymous Employee in Burton upon Trent, England (UK)
    Anonymous Employee in Burton upon Trent, England (UK)
    Application Details

    I applied online. The process took 2 weeksinterviewed at PC World in November 2014.

    Interview Details

    Overall, it was an average experience. Applied online, handed in my CV digitally and waited a week before they contacted me over my mobile phone for a 'first-stage' interview with one of the Recruitment Officers. That was a brilliant experience and I couldn't have felt more welcomed by the staff, they asked me standard questions that any other interviewer would and fitted in a few other random ones. After being a successful applicant for the first-stage of the interview I then received a call back from a random person - who didn't leave their name - after about 5 days. I then arranged a 'second-interview/assessment' with a person who didn't sound like the most positive of all persons, in which made me feel like I he didn't want to do the interview with me. I went down to the store to complete my second-intervie and honestly, it was probably the worst interview I have ever done, not because I thought - myself - I did 'not okay' with some parts, but the person who interviewed me wasn't the brightest of all employees. In fact he made me feel intimidated when he asked me to go around the shop-floor and ask other employees what it was like on the job. So, I went around asking employees but only got to one of them, the rest...well they seemed to just hide and not do anything so I ended waiting for one of them to finish with a customer - which seemed like ages because I didn't want to interfere with them. After about 5 minutes and still no movement from staff the assessor called me back into the room and then asked me what product I researched - which I didn't have the greatest of all time to do... - so I screwed that one up a little bit but managed to explain the vital services that KnowHow do - in which all employees try to sell - because the only person I managed to speak to was the front desk person at KnowHow who was really nice. At the end of the interview - now here comes the funny part - the person who interviewed me said that he'd call me back after Monday after he's had a decisive meeting with the recruitment officers. Monday, passed and along with it 2 weeks did too and NO call back whatsoever. How rude of them. In fact there wasn't many applicants remaining when I saw the pile he sifted through at the end of the 2nd interview, so why on earth didn't they have 5 minutes to spare to tell me I wasn't successful. So instead I went to call them three times in one day and still they didn't pick up!!!!

    Ruined my motivational state of getting a job, it felt like a complete waste of time.

    Interview Questions
    • No questions were too difficult accept of the pressure you find when explaining a product to the assessor.   Answer Question
    No Offer
    Negative Experience
    Easy Interview

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Additional Info

Website www.pcworld.co.uk
Headquarters London, United Kingdom
Size 50 to 149 Employees
Founded 1982
Type Subsidiary or Business Segment
Industry Retail

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