Aria PC outlines new direction after downsizing, commercial manager departs

Retailer Aria PC is cutting back on its range of products and warehouse space as it refocuses on gaming and virtual reality.

The firm is planning to either rent part of its 33,000sq ft warehouse, rent all of it, or sell it entirely and operate from a different premises.

It is also trimming back on its range of products from 4,000 to around 500, with a focus on systems, gaming PCs and virtual reality moving forwards.

The company will stock a range of virtual reality systems and is hiring new staff to focus on this area.

Aria has also had PR success in the gaming space, with one recent video about the firm’s Gladiator Apocalypse system gaining almost two million views on YouTube.

The news comes after Aria PC’s commercial manager Katie Pinnock left the business last week. She is now working at Cooler Master Europe as a marketing specialist.

Aria Taheri – MD of Aria PC and its gaming system brand Gladiator Computers – will now also be in charge of the commercial team.

Taheri told PCR: "Our warehouse is now too large for what we need it for, and we’ve been downsizing and thinking of renting it for a number if years now.

"We are also restricting the number of components we have. We want to ensure we focus on quality, price and products we have the expertise in to market them to our customers. We had 4,000 different products and now we’re pruning that back."

Taheri said he would like to simplify Aria PC’s supply chain, so the firm is buying from 10 suppliers in the future, instead of around 50. He also wants the business to be more automated, to have a system in place to effectively take care of the majority of orders.

Taheri said that regardless of the downsizing, and whether employee numbers rise or fall in the future, the balance sheet at Aria PC hasn’t changed. 

"We had a successful and profitable year last year," he said. "It’s a business change has been in the works for many years."

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