Dell strikes deal with Dixons group

 

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By Stuart Turton

Posted on 13 Dec 2007 at 15:47

Dell has announced that it is to start selling PCs through DSGi stores, the group behind PC World, Currys and the Dixons websites.

The deal means that come January customers will be able to buy Dell branded desktops and notebooks across 12 countries in Europe. However, a company spokesperson told PC Pro that "details haven't been finalised on what models will be available or the pricing."

DSGi will also be extending its TechGuys support in the UK to Dell products, including telephone support, installation and set-up. According to Dell its agreement with DSGi means its products will now be available in 10,000 shops across the world.

The deal with DSGi represents a definitive step away from Dell's traditional direct sales business model, and follows similar high profile deals with Wal-Mart and Best Buy in the US, as well as Carrefour and Carphone Warehouse in Europe.

No financial details of the agreement were released.

"This partnership with DSGi means that consumers in nearly all major European countries can purchase Dell products through these stores," says Mark Ormerod, general manager of consumer business for Dell's EMEA operations.

"To maximise 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," he concludes.