What are Mission Vision & Core Values of Currys Company?

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What are the Mission, Vision, and Core Values of the Company?

Mission and vision statements are crucial for business success, offering strategic direction and shaping corporate identity. The prominent omnichannel retailer in technology products and services, utilizes these elements to guide its extensive operations across the UK, Ireland, and the Nordics. Their strategic compass has led to a group adjusted profit before tax of £162 million in 2024/25, a 37% year-on-year increase.

The company's mission, vision, and core values are guiding principles for business decisions, influencing product offerings, customer interactions, and long-term planning. This strategic foundation underpins strong financial health, with a net cash balance of £184 million at year-end 2024/25, the strongest in over a decade, enabling effective navigation of the competitive retail landscape. For more insights, explore the Company BCG Matrix.

The Currys mission statement, 'We Help Everyone Enjoy Amazing Technology,' underscores its inclusive approach, aiming to serve all individuals. This encompasses providing not only technology but also a full suite of services, including credit, setup, installation, repair, and connectivity, ensuring customers maximize their technology's value for life. The company operates across 708 stores in 6 countries and robust online platforms, primarily under the Currys brand in the UK and Ireland, and the Elkjøp brand in the Nordics. This omnichannel strategy, a core aspect of Currys company purpose, delivers expert advice and seamless shopping experiences.

Customer-Centric Approach

Currys' mission is deeply customer-centric, focusing on long-term relationships rather than just transactional sales.

Service-Led Growth

The company emphasizes recurring services revenue, which grew by 12% in the UK&I in the 2024/25 fiscal year.

Extensive Repair Plans

Currys maintains 11.9 million active repair plans across the Group, showcasing its commitment to post-purchase support.

Flexible Payment Options

There are 2.6 million Currys Flexpay customers in 2024/25, marking a 15% year-on-year increase.

Sustainability Initiative

The 'Cash for Trash' program encourages recycling and reuse, aligning with Currys' core values and environmental responsibility.

Omnichannel Presence

Currys operates through 708 physical stores and robust online platforms, ensuring wide market reach.

The Currys mission vision values are deeply rooted in a customer-centric philosophy, aiming to build lasting relationships. This is evident in their focus on recurring services revenue, which saw a 12% growth in the UK&I during the 2024/25 fiscal year. The company's commitment to customer satisfaction is further demonstrated by 11.9 million active repair plans across the Group and 2.6 million Currys Flexpay customers in 2024/25, a 15% increase year-on-year. These initiatives highlight Currys' core beliefs in providing comprehensive solutions beyond initial product sales, fostering a strong Currys company culture and values. For more insights into their market approach, explore the Target Market of Currys.

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Currys' vision is to help customers choose, afford, and enjoy amazing technology, regardless of how they shop. This future-oriented vision emphasizes a continuous commitment to customer enablement within the evolving technology landscape. It aims for market leadership across the UK, Ireland, and Nordics by leveraging its omnichannel retail position. The vision acknowledges the dynamic nature of the technology industry, focusing on helping customers navigate complexity and maximize value from their tech throughout its lifecycle.

Customer-Centric Focus

The Currys mission vision values prioritize customer enjoyment and access to technology.

Omnichannel Leadership

Currys aims for market leadership across all shopping channels, enhancing its Currys brand identity.

Future-Oriented Growth

The Currys vision for the future emphasizes continuous adaptation in a dynamic tech market.

Market Dominance

Currys holds a 16.9% market share in the UK&I and 28.1% in the Nordics as of 2024/25.

Financial Strength

Adjusted profit before tax increased by 37% to £162 million in 2024/25.

Cash Flow Growth

Free cash flow surged by 82% to £149 million, supporting Currys company purpose.

The Currys vision for the future is both realistic and aspirational, supported by strong financial performance. In its 2024/25 full-year results, Currys reported a 37% increase in adjusted profit before tax, reaching £162 million, and an 82% surge in free cash flow to £149 million. The company's market share in the UK&I grew by 50 basis points to 16.9%, while remaining stable at 28.1% in the Nordics, where it is the clear market leader. This robust performance provides a solid foundation for their goal of building 'customers for life' through comprehensive services like credit, repair, and connectivity, which contribute to recurring, higher-margin revenue streams. For more details on their financial strategies, explore the Revenue Streams & Business Model of Currys. The vision's focus on 'helping everyone enjoy amazing technology' also integrates a powerful social purpose, acknowledging technology's role in connecting, enabling, and entertaining people, making it a realistic yet impactful aspiration that defines Currys company purpose and objectives.

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Currys' core values are integral to its operational framework, guiding its strategic decisions and daily activities. These values, though often implicit in their strategic priorities, reflect a deep commitment to their colleagues, customers, and sustainable growth, forming the bedrock of the Currys company culture and values.

The company's ethos is built around fostering a capable and committed workforce, ensuring an easy and convenient shopping experience, cultivating customers for life through comprehensive services, and consistently growing profits to ensure long-term sustainability. These principles collectively define Currys' brand identity and drive its business goals.

Capable and Committed Colleagues

Currys invests significantly in its workforce, recognizing that engaged colleagues enhance customer satisfaction and profitability. The Group colleague engagement score improved by 1 point to 82 in April 2025, placing Currys among the top 5% of global companies, reflecting their commitment to comprehensive training for 'tech experts' and improved back-of-house support.

Easy to Shop

This value prioritizes a seamless and convenient customer experience across all channels. Currys is transforming 65 of its UK stores, with revamps continuing into 2025, to improve navigability and product showcase. Their UK&I Net Promoter Score (NPS) of 55, a 6-point increase year-over-two-years, demonstrates improved customer satisfaction with their shopping experience.

Customers for Life

Currys focuses on building long-term customer relationships through comprehensive services like credit, installation, and repair. The 'sold with' adoption rate in UK&I has more than doubled to 40% over the last two years, indicating success in selling complete solutions. Their target to grow iD Mobile subscribers to at least 2.5 million further exemplifies their focus on recurring revenue streams.

Grow Profits

This value underpins the financial sustainability and growth of the business. Currys reported an adjusted profit before tax of £162 million for the 2024/25 fiscal year, a 37% increase year-on-year, and a free cash flow of £149 million, up 82% year-on-year. This includes a focus on higher-margin recurring revenue services, which grew 9% to £814 million in the last year.

These core values provide a clear understanding of Currys' company purpose and strategy. To delve deeper into how these values are upheld, explore the Owners & Shareholders of Currys. Next, we will examine how Currys' mission and vision influence the company's strategic decisions.

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A company's mission and vision are foundational, guiding its strategic decisions and shaping its overall direction. They provide a clear purpose and a desired future state, influencing everything from product development to customer engagement.

Currys' Guiding Principles

Currys' mission and vision statements are instrumental in defining its strategic priorities and business objectives.

• The overarching vision is to 'We Help Everyone Enjoy Amazing Technology.'
• This vision translates into four key strategic priorities: 'Capable and committed colleagues,' 'Easy to Shop,' 'Customers for life,' and 'Grow Profits.'
• These priorities directly influence how the company operates and makes investment decisions.
• The company's strategic decisions are geared towards delivering on this vision and fostering long-term growth.

Strategic Alignment with 'Customers for Life'

Currys' focus on building lasting customer relationships is a direct outcome of its vision.

Significant investments in services aim to shift the business model towards recurring, higher-margin revenue from solutions. This strategy directly supports the 'Customers for life' priority, helping customers afford and enjoy technology throughout its lifecycle. In the 2024/25 fiscal year, recurring services revenue in the UK&I saw a 12% increase, and credit sales rose by 14% to £1.1 billion. iD Mobile subscribers also grew by 26% to 2.2 million, with a target of 2.5 million, underscoring the success of this approach.

Enhancing the 'Easy to Shop' Experience

The company is actively improving its omnichannel presence and store environments to align with the 'Easy to Shop' priority.

Transformations are underway for 65 UK stores, with ongoing revamps into 2025, designed to create more navigable layouts and better showcase technology. This commitment to an enhanced customer experience, both online and in-store, has contributed to improved customer satisfaction, with the UK&I Net Promoter Score (NPS) reaching 55, a 6-point increase over two years.

Prioritizing 'Capable and Committed Colleagues'

Employee engagement and expertise are central to Currys' operational philosophy.

The 'Capable and committed colleagues' priority ensures that staff are well-equipped to assist customers, contributing to a Group colleague engagement score of 82, placing it among the top 5% globally.

Long-Term Sustainability Goals

Currys' long-term planning incorporates significant sustainability objectives.

The company aims to achieve net zero emissions by 2040 and eradicate digital poverty by 2030, integrating these goals into its strategic objectives as detailed in its 2024/25 Annual Report.

Leadership Perspective

Leadership emphasizes the positive impact of the company's performance on all stakeholders.

As stated by Alex Baldock, Group Chief Executive, 'Currys' performance continues to strengthen and the business has real momentum. A stronger Currys is good for colleagues, customers, shareholders and society, and we're doing a better job for all of them.' This sentiment reflects the integrated approach to achieving business goals and societal impact.

Currys' Mission and Vision in Action

Currys' mission and vision statements are not just words; they are actionable frameworks that drive strategic decisions and operational improvements.

The company's commitment to helping everyone enjoy amazing technology is evident in its investments in services, store enhancements, and employee development, all contributing to a stronger brand identity and sustained business growth. For a deeper understanding of the company's foundational principles, explore the Mission, Vision & Core Values of Currys.

These strategic decisions, driven by Currys' mission and vision, demonstrate a clear path towards achieving its business goals and enhancing its brand identity, setting the stage for future growth and customer engagement.

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Currys' mission and vision statements are foundational to its operations, guiding its strategic direction and shaping its brand identity. Enhancing these statements could further solidify its market position and appeal to evolving consumer expectations.

The company's purpose is to help customers enjoy amazing technology, a goal supported by its extensive retail presence and commitment to customer service.

Integrate Sustainability into Core Purpose

Explicitly incorporating sustainability and circular economy principles into the mission or vision would align with industry shifts. For instance, framing the purpose to include 'empowering a sustainable tech future' acknowledges their significant e-waste recycling efforts, which handled 100,000 tonnes in the last reporting period, representing 44% of the retail industry's yearly e-waste recycling.

Emphasize Human Connection in Technology Adoption

Refining the vision to highlight the 'human connection' through expert guidance and lifelong support can differentiate the company. This approach leverages their strength in physical stores and expert advice, particularly relevant as they hold a significant market share in AI laptops, estimated at 75%.

Embrace Future Technological Advancements

The mission and vision could be updated to reflect a commitment to innovation beyond current offerings, specifically mentioning the integration of emerging technologies like AI. This positions the company as a facilitator of technological advancement for consumers, supporting their goal of helping customers enjoy amazing technology.

Strengthen ESG Commitments in Core Messaging

While Currys has clear ESG goals, such as achieving net zero emissions by 2040, integrating these commitments more directly into their core statements would resonate with stakeholders. This aligns with broader trends in corporate responsibility and can be seen in their commitment to performing 1.6 million repair activities in 2024/25, extending product lifecycles.

The company's core values are centered around customer focus, innovation, teamwork, and integrity, forming the bedrock of its company culture and values. These values guide their business goals and contribute to their overall brand mission and vision. Understanding the Currys mission vision and values analysis provides insight into their strategic direction and operational ethos. The Currys company purpose and strategy are clearly defined to help customers navigate the ever-evolving technological landscape. For a deeper understanding of the competitive environment, consider the Competitors Landscape of Currys.