Dell Gets Cozy with European Retailer DSGi

By Sara Driscoll  |  Print this article Print


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The vendor has signed an agreement to make its desktops and notebooks available in stores all across Europe

In a direct hit against Hewlett-Packard, Dell has once again been out making friends in the retail sector. The company signed a deal with UK retail giant Diversified Systems Group on Dec. 13 that will make its PCs available to consumers across Europe.

The vendor, which last week launched its solution provider program, has been heavily focused on signing retailers, and the latest deal means that Dell equipment is now available in over 10,000 stores worldwide.

The deal will see Dell notebooks and desktops available in all of DSGi's (Diversified Systems Group) UK stores; PC World, Currys and Currys.digital stores in the UK, as well as Dixons' online store. It will also help Dell to expand its retail presence across Europe, as DSGi has stores in Ireland, Spain, Italy, Greece, Norway, Finland, Sweden, Denmark, Czech Republic, Hungary and Poland.

Mark Ormerod, vice president and general manager of consumer business for Dell's EMEA operations, said in a statement: "This partnership with DSGi means that consumers in nearly all major European countries can purchase Dell products through these stores. To maximize choice, Dell is offering a full portfolio of …products, from our high-end gaming systems, to notebooks and desktops. With this agreement, consumers in Europe will have more choice than ever before, and experience the look and feel of our products before purchasing."

To read more about Dell's channel program, click here.

However, HP is currently one of DSGi's most dominant vendors, although the retailer also has close relationships with Acer and Asus.

Alastair Edwards, senior analyst a UK-based analyst firm Canalys, said from Dell's point of view, it needed to sign DSGi. "This move will give Dell an incredible amount of reach," he said. "DGSi has very good market share in the consumer segments, especially in places such as the Nordics.

"This is all part of Dell's big change in strategy; to using retailers and channel partners," Edwards continued. "Suddenly the tables have turned; once where Dell being direct gave HP a strategic advantage, now Dell is using the channel. However HP's advantage is still there because Dell right now is still taking baby steps in the channel."

In the past several months Dell has announced relationships with Best Buy and Staples in the United States, Carrefour in Europe, Courts stores in Singapore, Gome stores in China, Bic Camera in Japan, Carphone Warehouse in the UK and Wal-Mart in the United States, Canada, Brazil and Mexico.

Sara Driscoll began her journalism career at 16 years old on her local newspaper, The Watford Observer. Working part time, she covered a range of beats. Leaving to complete her Journalism Degree at Bournemouth University, UK, Sara then went on to graduate and work for Emap. She began as a reporter on APR, Emap's construction title, being promoted to senior reporter with a year.Sara then joined VNU Business Publications as Deputy News Editor on CRN, the weekly trade title for channel players. She covered industry/business news from vendors, distributors and resellers, product announcements, partner announcements as well as market and trend analysis, research and in depth articles to predict up and coming trends in the sector. She was promoted within a year to News Editor, a year later to Deputy Editor and the following year became Editor. Sara remained editor of CRN for three years, launching the magazine on new platforms including CRN TV and eBooks, as well as several magazine and web site redesigns. She was called on for expert industry comment from various publications including appearing on live BBC news programs. Sara joined Ziff Davis Enterprise as Editor of eWeek Channel Insider. She runs the title in all formats – online up to the minute news, newsletters, emails alerts and events. She also manages the brand of Channel Insider in all formats - events, shows, awards, panel debates and roundtables.Sara can be reached at:sara.driscoll@ziffdavisenterprise.com

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