Dell plans to open UK stores to resuscitate sales

by Jemima Bokaie, Marketing 26-Sep-07

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.