Currys owner DSG banks on football fans buying TVs to watch World Cup

Currys and PC World owner DSG International today shrugged off the arrival of US rival Best Buy as TV sales soared ahead of the football World Cup.

DSG International, Europe's second-biggest electricals retailer, faces increased competition from Best Buy which opened its UK first store this month in Thurrock, Essex.

DSG chief executive John Browett said: "We are quietly confident. The key thing for us is that sales have been strong.

"Lots of people come over with lots of hype but the reality is that it is only a handful of stores.

"I'm not worried about having strong competition. We will get stronger and stronger."

Group sales were up 6% in the 28 weeks to May 1.

Sales in the UK and Ireland electricals business rose 6% thanks in part to a World Cup promotion which offers £10 cash for every goal England scores when customers buy a TV for more than £599.

The PC World computing business saw sales drop 5%.

Browett said: "Whilst we remain cautious about the consumer environment for 2010, we are looking forward to the opportunities offered by this year's World Cup."

DSG is two years into a turnaround plan focused on cutting costs, selling-off underperforming businesses, revamping stores and improving customer service.