Dixons Retail plc is a specialist electrical retailer and services company, which sells consumer electronics, personal computers, domestic appliances, photographic equipment and communication products. The Company sells its products stores, over the Internet and by phone. It also undertakes business to business (B2B) sales and services. As of April 28, 2012, the Company operated over 1,200 stores in the UK, Ireland and 10 other European countries using a number of established brands, including Currys and PC World in the United Kingdom, and Elkjop in Norway, as well as multi-channel Internet operations under these brands. The Group also operates an Internet retail business through Websites such as PIXmania. The Company has four divisions: UK & Ireland; Northern Europe, Southern Europe and PIXmania. On August 10, 2012, the Company acquired 22% of the shares of PIXmania.