Protek moves into retail concessions

PC manufacturer to set up outfits with discount retailer Bewise.

Devon PC manufacturer Protek Europe is spreading its wings into the retail sector with its chain of stores, branded ElectraWorld.

The stores will initially be concessions within fashion discount retailer Bewise. The pilot store in Exeter has already met with success and the company is in discussions to expand the operation to all 200 Bewise stores. The ElectraWorld operation will sell Protek PCs, software, peripherals and white goods.

Steven White, managing director of Protek, claimed: 'It is like a small version of Dixons. We considered establishing a retail operation for a long time. A retail model just selling PCs is of dubious viability. That's why we opted for a variety of products. But the main reason for establishing the retail arm is to sell more Protek PCs.'

White added that the decision to partner with Bewise was down to being offered attractive prices for the store space. But he added that Protek could launch standalone ElectraWorld stores. In addition, an online operation is also set to be launched.

Jeremy Davis, analyst at Context, commented: 'It's certainly ambitious. Protek may have isolated a market niche that it feels is viable. The thing to bear in mind is that a few years ago who would have predicted that supermarkets would be selling PCs.'

The retail sector is still in a fragile state and the latest CBI figures have again highlighted that sales are continuing to suffer due to worries about recession. Sales figures revealed a drop from January to February of 0.3 per cent.

Protek produces between 400 and 600 PCs per week. It has a turnover approaching #500,000.