Dell plans to open UK stores to resuscitate sales

by Jemima Bokaie, Marketing 25-Sep-07, 08:30

LONDON - Dell is to open branded retail outlets in the UK in a bid to revive flagging sales of its computers and win back share from rival Hewlett-Packard (HP).

The world's second-biggest PC manufacturer is seeking to emulate Apple by developing a high-quality retail presence

and move beyond its traditional direct-sales business. Dell already sells desktop computers in the US in Wal-Mart outlets and has also recently struck a deal to distribute its products through 50 electrical stores in China. It is believed that the UK outlets will open next year.

Earlier this year the brand moved the emphasis of its advertising away from price. In July, it launched an ad campaign in the US, its first through Mother, based on the theme of bringing fun back to the world of computers. The work will also be used in the UK.

HP's PC shipments grew by more than 28% in the first quarter, compared with a 6.9% decline for Dell, according to preliminary figures from IDC.