Dixons to offer bargain US PCs

Bargain basement PCs from US vendor eMachines are to make their European debut with a helping hand from the Dixons retail chain.

Prices will range from £499 for an Intel Celeron-based 566Mhz PC, to £849 for the eMonster which features a 750Mhz Intel Pentium III.

Dixons will sell the eMachines in its 850 stores in the UK and Ireland and through other retail chains.

Formed in 1998 by Trigem and Korean Data Systems, eMachines was the third biggest PC seller in the US in 1999, according to market researcher PC Data.

The US vendor claims to have sold 3.5 million machines since its launch, with half going to first time buyers. Michelle Atkins, a representative at Dixons, said: "These machines are suitable for both consumers and businesses."

eMachines said the higher-spec PCs are suitable for small to medium sized businesses because of their start-up capabilities, and because they are capable of being upgraded. "The eMachines will be on sale from 15 August and we will be able to cater for just one order through to bulk orders for businesses," she said.

But questions have been raised as to whether this partnership will put other Dixons suppliers' noses out of joint, including Packard Bell, for example.

"We have a fantastic relationship with Packard Bell and all our other suppliers," said Atkins. "And we also have fantastic brand loyalty from customers."

"So many companies are entering the market, which makes it far more competitive and far better for the customer at the end of the day in terms of choice," she added.

First published in Computer Reseller News