EMachines Goes to Europe

EMachines will start selling its low-cost PCs in the U.K. and Ireland next week thanks to a distribution deal signed with Dixons Group PLC, the U.S. PC maker announced Wednesday.

In time, Dixons will also sell eMachines PCs through its retail stores in Denmark, Sweden, Finland, Norway, Spain and Portugal, although it is not clear yet when the PCs will go on sale in those countries, Stephen Dukker, eMachines' president and chief executive officer, said in an interview.

Dixons is Europe's largest specialist retailer of consumer electronics products, with a network of 850 Dixons, Currys and PC World stores throughout the continent, making the deal a significant win for eMachines, Dukker said.

EMachines will market its PCs to consumers and small businesses and hopes to achieve a 15 to 20 percent share in the retail market in each country where it competes, Dukker said.

The company is on track to sell about 2 million PCs in the U.S. this year, Dukker said.

EMachines, in Irvine, California, is at +1-714-505-5001 or at http://www.e4me.com/.

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