April 23, 2013, 2:02 PM

Dixons Retail sells a media and games retail subsidiary

Komplett, a Norwegian electronics retailer, pays $21 million for Webhallen.

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Dixons Retail plc, a United Kingdom-based consumer electronics, appliances and communications products retailer, agreed yesterday to sell Webhallen, a subsidiary of Dixons Retail’s Pixmania SAS, a consumer electronics company that sells online and in stores to 26 European countries.

Komplett AS, a Norwegian retailer of computers and components, consumer electronics and home appliances, will pay 140 million Swedish Kroner ($21.4 million) for Webhallen.

Webhallen, based in Sweden, sells video games, DVDs, consumer electronics and software in 10 stores and online at Webhallen.com. The transaction is expected to close by the end of May, Dixons says.

The transaction follows Dixons’ sale in March of Equanet, a business-to-business information technology and services company, to U.K-based Kelway Group, also an I.T. and services company. Terms of the sale were not disclosed.

Combined, the two transactions are part of Dixons’ plan to refocus Pixmania on its core consumer business, the company says. Dixons is No. 12 in Internet Retailer’s 2012 Top 400 Europe.

“We continue to explore ways to put Pixmania in a better strategic position,” says Sebastian James, CEO of Dixons Retail. “Following a material reorganization of the business earlier this year, I am pleased that we can confirm another small but significant step in that process today with the disposal of the Webhallen operation in Sweden.”

Dixons Retail operates more than 1,200 stores e-commerce sites serving 28 European countries.

Komplett, No. 30 in the Top 400 Europe, is part of Komplett Group, which operates eight e-commerce sites offering consumer electronics, custom-built computers, health and beauty products, and auto parts and accessories.

“This acquisition will further strengthen our position in Sweden and Scandinavia,” says Ole Vinje, CEO of Komplett. “We find Webhallen's multichannel strategy very interesting with a view to further development.”

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