Dell continues to expand its routes to market after re-engagingwith Dixons Carphone to get some of its hardware back into Currys PC World after a gap of three years.
The IT giant has been building up its retail presence and last December signed up John Lewis to give it more of a presence on the high street.
At the same time the firm also built up its distribution links to Ensure it could reach all levels of the channel and continues to revitalise relationships with partners as it looks for more indirect growth
The latest move gives Curry PC world with the chance to sell the Dell XPS, Inspiron and Alienware ranges as well as some monitors that will be available online.
Just as the timing of the John Lewis deal was designed to maximise Christmas sales the move into PC World comes just ahead of the key back to school buying period.
The retailer will handle the XPS devices, including the 13 and 15 ultra mobile and laptop, as well as the Inspiron notebooks, desktops and all-in-ones.
Alienware is already well known in gaming circles and it will now be given a chance to grow the brand in the largest high-street computing retailer.
“We are thrilled to be working with Currys PC World again in the UK. As such a significant player in the retail industry this relationship is key in giving our customers the choice that they’re asking for. We’re excited to continue bringing innovative and high-performing technology to consumers on the high street," said Jamil Nathoo, general manager, retail, consumer and small business, Dell UK.
In response, Phil Samuels, trading director at Dixons Carphone, said that it was chuffed it would be having Dell and Alienware badged products into its stores.
“Providing customers with choice is at the heart of what we do and putting Dell’s powerful and reliable technology onto our shelves is doing just that," he said.