Dell announces Dick Smith as its third retail partner

PC giant Dell has inked its third retail partnership in Australia, forging an agreement with the Woolworths-owned Dick Smith stores.

In the past Dell has best been known for its direct-sales model. According to Dell Australia’s general manager for consumer sales and marketing, Evan Williams, the company has spent the last two years slowly moving away from the direct sales model.

This move mirrors the establishment of the company’s consumer sales business, said Williams. “In the past Dell was best known for providing the best value and the latest technology,” he said. “Now we have a well-designed range of products aimed at consumers, and that strategy lends itself to a retail footprint.”

Dick Smith has 400 stores across Australia, however the Dell sales are confined to the 70 largest operations, the company said in a statement.

From 6 May Dell products will become available in those 70 locations. The products available include different configurations of Dell’s Inspiron 15 and Studio 15 laptops, and a single configuration of its Studio One 19 all-in-one desktop computer.

Dell’s Williams said that the company still encourages its retailers to leverage the Dell.com website so that customers can order goods that aren’t held in stock at the retailer’s premises.

Dell’s two other retailers in Australia are Officeworks, where it has sold its computers since May 2008, and The Good Guys, where it has had a retail presence since December 2008.

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