Director/PDMR Shareholding

Notification of Transactions of Directors/Persons Discharging Managerial Responsibility and Connected Persons

For immediate release 21 February 2012

Dixons Retail plc

("Dixons" or the "Company")

Director/PDMR Shareholding

Dixons advises the following initial holdings of Mr Sebastian James and Ms Katie Bickerstaffe

1) Name of Issuer: Dixons Retail plc

2) Notification relates to transactions notified in accordance with DTR 3.1.2 R (I)

3) Names of Directors:

a) Sebastian James

b) Katie Bickerstaffe

4) Notification relates to individuals as directors

5) The notifications are in respect of the persons named in 3 a and 3 b above

6) Shares are ordinary shares of 2.5p each

7) Names of Registered holders are

a) Greenwood Nominees

b) Katie Bickerstaffe

8) Nature of transaction

a) Initial Holdings on appointment

b) Initial Holdings on appointment

9) Total Holding following notification and total percentage holding following notification

a) 109,072

b) 171,789

10) Date Issuer informed of transaction

a) N/A on appointment

b) N/A on appointment

11) Date of Award of Shares under Performance Share Plans

a) Between 23 July 2009 and 3 August 2011

b) Between 23 July 2009 and 3 August 2011

12) Period during which awards will vest

a) 23 July 2012 and 3 August 2014

b) 23 July 2012 and 3 August 2014

13) Description of shares involved

a) Ordinary shares

b) Ordinary shares

14) Market value at award

a) Between 15.99p and 23.95p

b) Between 15.99p and 23.95p

15) Total number of share under Performance Share Plans

a) 2,293,097

b) 1,916,175

16) Date of Grant of Options Granted by the issuer

a) Between 23 July 2009 and 3 August 2011;

b) Between 23 July 2009 and 3 August 2011

17) Period during which or date on which exercisable

a) Between three and ten years from the date of grant

b) Between three and ten years from the date of grant

18) Total amount paid (if any) for the grant of option

a) Nil

b) Nil

19) Description of shares involved

a) Ordinary Shares

b) Ordinary Shares

20) Exercise Prices

a) Between 15.9p and 27.59 p per share

b) Between 13.01p and 28.43 p per share

21) Total number of shares over which options held following notification

a) 4,189,532

b) 4,027,784

Name of authorised official of issuer responsible for making notification

Helen Grantham, Company Secretary