Commodore returns with high-end plans

Historic computer brand comes out of hibernation to focus on high-end digital media

Commodore has become the latest comeback kid on the block following the recent resurrection of nostalgic PC brand Acorn.

The new company, Commodore International, is focusing on high-end digital media products and is in advanced talks with Ingram Micro to become its UK distributor.

Waheed Bhatti, executive vice-president and chief marketing officer at Commodore, told CRN: “We have set ourselves a high ambition. We want to change the way people access, personalise and share content. We want to make downloading independent of a PC and also to make recording obsolete.”

The first three countries Commodore will target with its Gravel consumer range unveiled at CeBIT are Holland, the UK and Germany.

“We launched in Holland a couple of weeks ago and plan to launch in the UK in mid-June, followed by Germany in July,” Bhatti said. “Ingram will hopefully be our UK distributor – we are in discussions with it now. We have signed agreements with Ingram for the other countries.”

Commodore said it is also targeting retailers such as DSG, PC World, and John Lewis. “We have identified about 200 prime locations within these chains where we hope to roll out in June,” Bhatti added.

The vendor has also developed CommodoreWorld, its online media environment.

“We are also working on a navigation system that we hope will hit the market sometime in September,” Bhatti added.

Shahid Sultan, UK operations director at Acorn, said: “I think that we have started a trend. Much like Acorn, the Commodore brand is still held in high regard so I think it will be a successful venture for Commodore International.”

Bhavesh Patel, commercial director at Ingram, told CRN: “We are engaged in talks with Commodore. However, we haven’t signed anything yet for the UK.”

Acorn eyes new sectors to build on early growth