PC giant targets channel growth

Dell has started shipping substantial volumes of PCs through distribution as it steps up its low-key channel assault.

Analyst firm Context has flagged up a sudden spike in Dell shipments in the sales figures of distributors in Europe’s six leading economies, with the sharpest increase in the UK.

Jeremy Davies, senior partner at Context, said: “We’re used to seeing Dell coming in at between 2,000 and 4,000 units a quarter [through UK distributors], but in the third quarter it hit four or five times that figure.

“At the moment it’s difficult to say whether this is an isolated spike or the beginning of a long-term trend. It’s not official that Dell works with any distributor, but it is common knowledge that the vendor is in talks with potential partners.”

Channel sources remain stumped as to the identity of Dell’s allies, with none of the leading distributors listing Dell kit on their web sites.

Dell, which recently admitted its direct selling model was no longer “a religion”, said it “does not comment on third-party research”.

Warren Hudson, commercial director at IBM distributor Interface, said: “We have not been approached by Dell. We’re aware that Dell is keen to approach the channel and fully expect it to talk to us when it does.”

Stuart Hayward, commercial director at online VAR WStore, said: “Nobody has approached us about buying Dell [products] from distribution and I would have thought we would be high on the hit list.”