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Alienware ventures into new space

Alienware ventures into new space

Launches reseller program in effort to develop retail presence

PC vendor, Alienware, has launched a reseller program in an effort to develop a retail presence.

Alienware has previously traded direct and online only. Alienware general manager, Matthew Early, said the channel initiative was in response to a need for some customers to see products in the flesh before buying.

"Australians are more cautious about parting with money online," he said.

Early said Alienware would be selective with the resellers it brings into the program and limit the number of resellers within a geographic region. Prospective resellers needed to submit information about what they can bring to the brand.

"We're close to bringing on a few stores already, and we expect to have signed up a half-dozen this month," Early said. Alienware is looking for 25-30 resellers.

Signed resellers have access to the entire Alienware desktop and notebook range, as well as promotional point-of-sale material. Early insisted there would be no conflict between direct and reseller pricing.

Dell acquired Alienware in March 2006.


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