Dell strikes deal with John Lewis in first UK department-store partnership

LONDON - Dell has announced a deal with John Lewis which will see its products sold in a UK department store for the first time.

John Lewis will exclusively stock the Dell Adamo XPS in time for Christmas, as well as other Dell PC's and laptops. The products can also be purchased online through the John Lewis website.

Dell said that the partnership has ‘opened a completely new avenue to connect with customers' and allows the brand ‘to connect with people where they choose to shop as part of their daily lives.'    

Traditionally Dell has only sold its products through direct channels, rather than through the use of retail partnerships.

John Lewis has stepped up its assault on the electricals market in 2009. As well as launching a range of own-branded TVs, the retailer rolled out a fresh shop format, its first in two decades, which focuses exclusively on the home sector. The stores stock electrical goods and home technology products and  if successful, the format could roll out to a further 30 locations in the UK.

 

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