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Dion Wired’s 50-year business comes to an end today

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The chain was found to be among some of Massmart's 'underperforming stores' during a recent audit.

DionWired’s prices were not low enough and its marketing strategy not compelling enough to take market share from its competitors. Image: SuppliedFollowing itsthat highlighted a number of underperforming stores that need to be attended to earlier this year, retail giant Massmart informed shareholders on Thursday that 23 Dion Wired stores would go out of business from today.

Because the results of the store optimisation project indicated that the store closures could lead to the loss of up to 1,440 jobs, the retailer announced in a statement on 13 January that it would enter into an S189 consultation process in terms of the Labour Relations Act.reports that the company said it is in talks with unions, to mitigate the number of job losses.

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