Agencies received an RFI directly from the company on Tuesday with submissions due in on 3 August.
The exact nature of the brand extension is unclear, but the pitch is due to take place later in the year, with a campaign expected to go live in early 2010 to coincide with the launch.
The move does not affect DSG International’s relationship with M&C Saatchi, which handles advertising for Dixons, Currys and PC World. It is not known whether the agency will pitch for the account.
DSG is currently facing competition from the US consumer electronics giant Best Buy, which launched in the UK earlier this year, announcing plans to create 33 megastores by the end of 2010.
This week, DSG unveiled a deal that will see Phones4u open branded outlets within at least 50 Currys stores. The initiative will be rolled out in the coming months after trials in megastores in Birmingham, Thurrock, Hedge End, Merry Hill and Stevenage.
Last year’s poster campaign for Dixons by M&C Saatchi, which advised shoppers to eschew other stores in favour of Dixons, won gold at this year’s Cannes Lions International Advertising Festival.
The ads, which promoted Dixons' website, purported to be for rival retailers. The John Lewis ad mocked the company's "middle England" appeal, while others lampooned Selfridges and Harrods.