Dell's UK retail general manager Jamil Nathoo has told PCR he is targeting a 'handful' of partners in the UK tech retail space.
The company returned to retail after striking a deal with distributor Exertis last year, and Michael Dell previously told PCR of his plans to grow Dell's retail/client business.
Now Nathoo has outlined Dell's UK retail strategy. The firm is currently partnered with John Lewis, Tesco, Amazon and Shop Direct in the UK, and is planning to keep its pool of retail partners relatively small.
"We’re trying to preserve the brand strength we believe we have, particularly around our XPS and Alienware products which have recognition in the industry for innovation," Nathoo told PCR.
"Whoever we select as partners, we want to be able to maintain the brand that we have.
"In terms of strategy for our broadline consumer PCs, we’re looking to have a handful of partners and develop long-lasting partnerships with them over time. We’re ready to start small and keep deepening that relationship through trust on both sides and make sure the operations side works.
"This is – for Dell and for me – a multi-year strategy. We’re not trying to take on the whole market in one fell swoop, we’re willing to build it up gradually."
Nathoo added: "We’re being selective. It’s not that we don’t want any retailer, it’s actually a positive thing – it’s a partnership. We see what they want from us and we don’t set a goal for one quarter ahead, we set it for two or three years ahead."
On the etail side in particular, Nathoo explained: "We’ll be careful on selecting those partners that maintain the brand, the overall economics for the business.
"It’s a business that has been challenged on maintaining price points and with consumers it’s a very price-driven business."
Read the full interview with Jamil Nathoo in the next issue of PCR, including his stance on independent retailers