Dell’s Alienware brand will also be available from Exertis

Dell makes retail push with new Exertis partnership; Alienware available to retailers

Dell has announced a new partnership with distributor Exertis, bringing its range of products back to retail, PCR can reveal.

Historically the tech giant is known to sell its products to consumers directly, but Dell revealed the new deal exclusively to PCR during the company’s recent Dell @retail event.

Various devices will now be available from Exertis across both its IT and Home division, including Dell’s gaming brand Alienware and the new XPS 15 laptop, which will be available to order from the distie starting from September.

Sarah Shields, Dell’s UK sales executive director and general manager, revealed to PCR that the devices will be available from September so that each one will come with Windows 10, following the release of the operating system on July 29th.

Shields told PCR: “In the last two years we have focused on five key countries globally, and now we’re back to the UK.

“It’s a very strategic approach, we know exactly what we need to achieve, and it’s super exciting. We have got the best line-up we’ve ever had in terms of products, we’ve got an incredible strategy, and we’ve got a great partnership with Exertis.”

Mike Buley, retail director at Exertis, added: “The relationship is really strong, we understand how Dell works and they understand how we work.

“We have got a good understanding of the retail market, so hopefully Dell can see that and that’s one of the reasons we were chosen. We can reach out to customers and understand how customers work, while understanding how Dell works. So it makes things a lot easier when you’re bringing products back into market.”

Dell also revealed that the company will be be discussing new partnerships with retailers in the channel following the deal with Exertis.

This news comes after the company revealed its partnership with Tech Data, where customers can get their hands on Dell’s entire product portfolio.

Shields was also recently promoted to Dell’s UK sales executive director and general manager, heading up the firm’s distribution sales.

Dell previously hinted at last year’s PCR Boot Camp North event that it would be bringing its Alienware products to retail across the board for the first time.

Check out our Facebook gallery from the event by clicking on the image below:

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