Channel support firm The Tech Crowd has added Dixons Retail as exclusive retail partner of itsChannel Dragons initiative, which connects new tech vendors with top UK distributors.
Dixons Retail will become 'Retail Dragon', with Dean Kramer, Head of Computing Category (pictured, left) and Dave Ward, Head of OEM Computing (pictured, right), joining the Channel Dragon panel of experts this month, looking at a range of cross-category innovations, including all of the emerging technology markets.
Channel Dragons lets tech vendors present to a panel of key distribution decision makers every quarter.
“The inclusion of such a high pedigree partner to the Channel Dragons signals the next phase of the Channel Dragons programme,” said Jamie Plumridge, Managing Director of The Tech Crowd.
“Not only will vendors benefit from the impressive existing reach of the UK’s 10 most influential distributors, they could now benefit from the unmatched reach and brand equity of the Dixons Group, and exposure to many millions of consumers at a far earlier stage than they would otherwise find possible.”
Dean Kramer added: "As a leading electrical retailer we are constantly striving to find the latest cutting-edge technology for our customers. The Channel Dragons initiative is a brilliant way to identify some of these, whilst also offering smaller, independent suppliers a vital spring board.
“Our multi-channel business provides an excellent environment to showcase, explain and demonstrate the benefits of these often complex innovations and so we’re just as excited as our customers are, to see what exciting gadgets will soon be hitting our shelves.”
Kramer is also part of PCR's own Retail Advisory Board.
Dixons Retail includes PC World, Currys, Dixons Travel and Knowhow. It employs over 31,000 people in 12 countries, and has more than 100 million customers per year.