Gaming brand becomes high-end sub-brand as firm looks to simplify ranges

Dell demotes XPS to sub-brand

Dell has confirmed that it will be downgrading its XPS brand to a sub-brand in a move aimed at simplifying its ranges, after concerns were raised over a possible conflict between itself and Dell’s other gaming brand, Alienware.

Speaking to The Register, head of worldwide marketing at Dell, Mark Jarvis said: "You’ll soon see high-end Inspiron XPS [laptops] and high-end Studio XPS machines."

His comments confirm speculation back in May that the firm would move the brand away from gaming and towards high-end creative and production customers, as reported by PC Retail.

Jarvis also said that there would be further "brand consolidation to come" within the company’s various brands, suggesting that existing XPS gaming systems may be either phased out or rebranded under its Alienware moniker.

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