Dell signs DSGi

Détente between Dell and channel continues

Dell has continued its indirect push by unveiling a partnership with pan-European electricals retailer DSGi.

From January 2008, DSGi’s UK brands - including Dixons.co.uk, PC World and Currys - will stock laptops and desktops from the formerly direct-selling vendor.

The retailer’s continental European brands, which include Electro World, PC City and Elkjop, are also part of the agreement. The relationship will encompass 12 countries and 1,300 brick-and-mortar retail outlets.

The announcement comes hot on the heels of similar partnerships between Dell and Carrefour and the Carphone Warehouse in Europe, and Wal-Mart and Best Buy in the US.

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

“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.”