Dell signs HP distributor for Middle East retail push

Redington has been awarded Dell consumer rights to all of the GCC markets with the exception of Saudi Arabia

Tags: Dell CorporationRedington GulfUnited Arab Emirates
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By  Andrew Seymour Published  June 3, 2009

Dell has made a statement of intent to bolster its presence in the retail market by authorising Redington Gulf to carry its consumer product line-up.

Redington – the largest HP distributor in the region and a partner of both Acer and Toshiba – has been awarded Dell consumer rights to all of the GCC markets with the exception of Saudi Arabia.

Amer Husaini, VP and general manager for consumer sales MEA at Dell, confirmed the tie-up and explained that Redington had been brought on board for its geographic breadth and extensive retail coverage.

“For us it is very simple - we are focused on what Dell wants to do and that is to expand our reach to the channel, increase our efficiency in terms of retail presence and continue to build our brand,” he explained.

Redington becomes Dell’s fourth consumer distributor in the Middle East, joining region-wide partner Metra, UAE-focused Technoworld and Kuwait-based ZAK. The vendor also has a separate agreement for Vostro products with BDL.

“We have excellent partners in the market already and there is room to grow further, which is why we have entered into a relationship with Redington,” added Husaini. “It is all about opportunity in the market and the expansion of our business. Improving our execution in the market is what has really driven this.”

For Redington, the tie-up with Dell is the latest of several agreements it has made to beef up its portfolio. Last month it announced partnerships with SanDisk and Netgear for multiple Middle East markets.

Raj Shankar, CEO at Redington Gulf, said it was too early to comment on the significance of the Dell deal to Redington’s business, but expected the move to contribute extra volumes at a time when the market is encountering tough conditions.

“Given the overall weak demand in the Middle East, we hope the addition of Dell will help to make up partly for the loss of revenue over time,” said Shankar.

The prospect of Redington carrying competing Dell products is likely to be met with interest by other PC brands in the distributor’s portfolio, especially arch rival HP.

However, HP insists the move does not alter its alliance with Redington and that the distributor remains a core part of its plans.

“Redington continues to be our partner for the Middle East and Africa - there has been no change in the relationship at all,” said Anil Kumar, general manager for the Personal Systems Group at HP Middle East.

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