Dell will make its first move into the retail channel starting on June 10, putting two of its Dimension desktop computers out to be sold through the worlds largest retailer, Wal-Mart.
CEO Michael Dell hinted in April in a widely leaked memo that his company—known for its direct-only sales—would move into new channels, including retail.
“This is the first step in what is an evolving retail strategy,” said Dwayne Cox, a spokesperson for Dell, based in Round Rock, Texas. “It is not our entire retail strategy.”
Cox emphasized that the ultimate strategy would have a global flavor.
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Cox said Wal-Mart made sense as a first move for Dell because 90 percent of American households shop there, and by selling through Wal-Mart, Dell would be likely to reach customers that it would not have reached via its direct sales model.
Cox also pointed to Wal-Marts “great distribution model.”
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