Dell to Sell Through Wal-MartBy Jessica Davis | Posted 2007-05-24 Email Print
The move marks PC giant Dell's first foray into the retail channel.Dell will make its first move into the retail channel starting on June 10, putting two of its Dimension desktop computers out to be sold through the world's largest retailer, Wal-Mart.
CEO Michael Dell hinted in April in a widely leaked memo that his companyknown for its direct-only saleswould move into new channels, including retail.
"This is the first step in what is an evolving retail strategy," said Dwayne Cox, a spokesperson for Dell, based in Round Rock, Texas. "It is not our entire retail strategy." Cox emphasized that the ultimate strategy would have a global flavor.
Dell plans to use the Wal-Mart experience to learn about retail and refine its retail strategy, according to Cox.
Wal-Mart will carry two Dimension desktops in 3,000 stores in the United States, Canada and Puerto Rico. Wal-Mart also carries eMachines, Acer and Compaq/Hewlett-Packard desktop systems starting at just under $500.
"While we can't get into specifics, in the coming quarters there will be additional activity in support of this move into global retail," Cox said.
Dell noted that while today's disclosure marks the company's first move into retail, the majority of its customers still prefer the direct and build-to-order models created by Dell.