Dell Moves Into Staples

Computer maker Dell has new retail partner in Staples, the office and business supply chain with 1,400 locations in the United States.

Computer maker Dell today unveiled a new partner in its retail strategy, announcing that office and business supply chain Staples will begin carrying selected Dell merchandise as of November 11. Staples operates some 1,400 retail locations throughout the United States, as well as a Web-based retail operation. Both the retail locations and online stores will offer Dell notebook and desktop computers, long with monitors, printers, ink, and toner.

“Dell pioneered the ‘easy button’ in computing through our direct business model. Now with Staples we’re bringing all the benefits of direct to shoppers across America,” said Dell CEO Michael Dell, in a statement. “With Staples, we are underscoring our commitment to listen to customers and deliver what they want—new and exciting ways to experience Dell’s award winning products with the same great prices and convenience.”

The move is the latest in Dell’s efforts to expand into the retail sector. The computer maker faously eschewed the “middle man” of traditional retail for many years, offering lower costs and responsiveness via a direct sales channel. But in the wake of falling sales and losing its status as the top-selling computer maker to Hewlett-Packard, Dell has embarked on a new retail strategy, which has the company offering computers through mega-retailer Wal-Mart in the United States, and launching partnerships with Bic Camera in Japan, Carphone Warehouse PLC in the UK, and Gome stores in China.

Staples will initially offer Dell Inspiron 1721 and 1521 notebooks, Inspiron 530 desktops, Dell 948 and 926 all-in-one inkjet printers, the Dell 1320c laser printer, and 19-inch and 22-inch LCD monitors, along with ink and toner for most Dell printers.