Lenovo’s decision to launch a direct online shop has been met with animosity from partners, although the vendor insists the move is designed to complement its channel.

Aimed at SMEs, small and home offices and consumers, the store can be used to buy up to five built-to-order PCs which will be delivered within 10 working days.

Orders of more than five units or those that require quick delivery will be passed on to partners.

Neil Berville, director of Lenovo’s Transactional business, said: “There are sensitivities about vendors offering direct routes, so we plan to fully communicate with our channel.”

A configuration service will be available via the web site from February, enabling partners to offer their customers the choice of personalised or off-the-shelf configurations.

Roger Butterworth, chief executive of etailer eXpansys, said: “Manufacturers have to choose whether to engage with the channel primarily or with the channel as an afterthought. This shows the channel is an afterthought for Lenovo.”

But Mike Gammie, sales manager of etailer Misco, felt confident the VAR’s Lenovo sales would remain strong despite the extra competition.