HP adopts direct model for consumer line

HP adopts direct model for consumer line

In a break from its traditional channel model, Hewlett-Packard will supply its new consumer PC products via only a single distributor, Tech Pacific. This means that some stores will be suppled with equipment from Hewlett-Packard from two distributors.

Resellers for the new HP Pavilion range of PCs are Harvey Norman, Myer-Grace Brothers, Brashs, Dick Smith and David Jones. Many of these stores already resell HP's printer and other peripheral products, through distribution channels including Digiland and Prion, as well as Tech Pacific.

HP spokesperson Adrian Weiss explained the move away from the traditional channel structure was a response to working in an untested area. "This is our first real consumer-type product, so we needed to go with people with real consumer experience. And from our negotiations and our knowledge of the industry the ones that we've chosen were the best in the industry for that sort of experience.

"We wanted to go through a well-established retail channel, because this is a departure from HP's normal distribution channel of going through authorised resellers and wholesalers."

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