Dell attacks Fortress Europe through Dixons chain

14 Dec 2007

Computer manufacturer Dell, which until recently managed only a direct sales model, has kick-started its move into the European retail market by forging a strategic 12-country deal with DSGi, the parent company behind Dixons, Currys and PC World.

The agreement will cover stores in Ireland, the UK, Spain, Italy, Greece, Norway, Sweden, Denmark, Czech Republic, Finland, Hungary and Poland.

Beginning in January 2008, DSGi and Dell customers will be able to buy a range of Dell notebooks and desktops through PC World, Currys and stores in Ireland and the UK, as well as online. Customers will also be able to buy Dell products through the European network of DSGi store brands such as Electro World, PC City and Elkjop.

DSGi’s TechGuys services will be extended across the new Dell products, providing full IT customer service availability including telephone support, installation and set-up. DSG operates similar support services across its European operations.

Simon Turner, DSGi’s global purchasing director, commented: “The agreement between Dell and DSGi as pan-European retail partners confirms our specialist market leadership and we continue to offer a vast computer range at great prices to our customers in store and online.”

John Browett, chief executive of DSGi, said: “By adding Dell computers to our ranges, we can give customers in our 1,300 stores across Europe another highly sought-after range of products and the experience to match it.”

With this agreement, Dell products will soon be available in more than 10,000 stores and online around the globe. In the past several months Dell has announced relationships with Best Buy in the US, Carrefour in Europe, Staples in the US, Courts stores in Singapore, Gome stores in China, Bic Camera in Japan, Carphone Warehouse in the UK and Wal-Mart in the US, Canada, Brazil and Mexico.

“This partnership with DSGi means that consumers in nearly all major European countries can purchase Dell products through these stores,” Mark Ormerod, vice-president and general manager, consumer business for Dell’s EMEA operations explained.

“To maximize choice, Dell is offering a full portfolio of our award-winning products – from our high-end gaming systems to notebooks and desktops that are perfect for everyday computing. With this agreement, consumers in Europe will have more choice than ever before, and experience the look and feel of our products before purchasing,” Ormerod added.

By John Kennedy