Advertising trade bible BrandRepublic is reporting that Dell is planning to expand its channel presence by opening a chain of high-quality retail stores in the UK, echoing Apple’s approach to retail.
According to Marketing Magazine’s website, it is one of Dell’s intentions to win back market share from its competitors, having lost 6.9 per cent of it in the past year.
The shops, which are said to be opening in 2008, would be the next step in Dell’s move into bricks and mortar retail. The vendor currently is selling some laptops through The Carphone Warehouse
The move was hinted at earlier this year when Dell’s former CEO announced that shops similar to what are described were on the cards. "We could possibly try a number of markets, particularly where we have a fairly large consumer base, and the UK is one of those."