Box to diversify from PC stronghold

E-tailer aims to replicate laptop success in wider consumer IT space

Fast-growing PC and laptop e-tailer Box Limited is aiming to storm the wider IT and telecoms space next year.

The Birmingham-based firm operates four websites including Saveonlaptops.co.uk. It was recently ranked as the UK's 48th fastest-growing private firm having swelled sales from £3.4m to £17.9m between 2006 and 2009, and grew turnover to £22m this year.

A second and third website focus on Acer and Asus laptops and PCs, respectively, but Box is planning to conquer the wider IT market in 2011 through its fourth and newest website, Box.co.uk.

Box.co.uk offers a range of consumer IT products including projectors, peripherals and software.

Box founder and managing director Mark Jordan (pictured above with co-founder Nick Denker) said the firm - which recently rebranded from Xenex, will also "dip its toe" in the telecoms space next year, when it is targeting revenues of £26-27m.

Jordan admitted the e-tail sector is characterised by savage pricing pressure, making it vital for smaller outfits such as Box to find a niche, such as buying up stock from the previous quarter.

While Amazon and Argos focus on entry-level models priced at £299 or £399, Box's sweet spot is in the £499-599 area, Jordan added.

"This quarter has been very tough as Best Buy are beginning to find their feet and Amazon are reacting with price matching campaigns," he said.

Jordan said Box operated a stock intake model and invests heavily in inventory rather than shipping out of distribution. "We have an open dialogue with the underwriters such as Atradius and in return we get quite a lot of support from them," he added.