Dell adds Dick Smith to Aussie retail roster

Angus Kidman
Friday, 01 May 2009 06:37

IT Industry - Strategy

Dell will begin selling its machines through selected Dick Smith stores as it continues its push to market PCs through conventional retailers.

In the past year, Dell has moved away from its traditional direct-only model in Australia, selling selected machines through Officeworks since May 2008 and via The Good Guys since last December .

The Dick Smith partnership gives Dell a potentially valuable hookup with parent company Woolworths, Australia's largest supermarket retailer. It already has a similar link with Coles via Officeworks.

"We've been building very successful partnerships so far," said Evan Williams, general manager for consumer sales and marketing at Dell Australia. "What we're doing is complementing the market here.

While the Dick Smith chain runs to around 400 stores, only the 70 largest will initially sell Dell product. "We'll go with the core stores and expand that out over time," Williams said.

One of the main machines Dell will be pushing through Dick Smith is its Studio One 19 all-in-one desktop, which has gone on sale in the US this week. Australians will be able to purchase the machine from May 6.

The starting price will be $1,699, a Dell spokesperson said, though retail partners like Dick Smith will be able to set their own prices.