One year on from its acquisition of German national PC champion
Medion, expansive Lenovo has suggested that the brand - which it bought with the express intention of bulking up its consumer-facing business as it seeks to become the largest global PC vendor - could have a strong future in the UK.
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Speaking to MicroScope at a Lenovo EMEA channel partner conference at the Bristol Kempinski in Berlin, Neil Berville, Lenovo executive director of EMEA channels and programmes, said that the brand would definitely continue to be sold in the UK market.
"In the same way that it is associated with [low-cost retailer] Aldi in Germany, in the past it has been sold in the UK in the likes of Sainsbury's," Berville explained. "We want to use the Medion brand to differentiate our consumer offering. We will use it as an entry level offering, mostly through unattended sales."
He added that Medion had established PC gaming heritage in Germany, which Lenovo was hoping to use to add a little extra muscle to its own consumer rigs.
Medion's small UK-based team has been fully integrated into the Lenovo structure over the past 12 months, with long-term managing director Nick Shenton now taking up the role of consumer sales director at Lenovo.
Said Berville: "A big part of the acquisition was that Medion had a lot of expertise and infrastructure on the consumer side, and the back end of our service network, hotlines and spares provisioning is now all managed by the Medion service team."