Custom PC builder Centerprise is seeking to create a channel for its Hyundai PCs as the brand attempts to establish itself in the UK.
Centerprise is now looking for resellers to add value to Hyundai-branded PCs built to specification.
The system builder has just made its first shipment of the custom-made PCs to reseller Insight.
"The whole idea is to give a branded, customised product, something that tier-one vendors are unable to do," said Luke Ireland, logistics director at Centerprise.
"We will build to any specification within reason," he added.
The company has already signed up about 10 resellers to sell the Hyundai-branded products, but is determined to control distribution to keep margins strong. It currently sells 100 per cent of its products via VARs that receive integration and sales margins.
Ireland said Centerprise is keen to sign resellers that can add value to the products.
"By selecting the right partners we can work with people who are willing to sell it at a reasonable price rather than getting involved in a price war," he said.
But Andy Brown, analyst at IDC, said: "If they are coming in to do desktop Hyundai-branded boxes they have one hell of a task," he said.
"They need resellers to help them but resellers will be falling over themselves to work with the new HP in this space."
Brown said he believed the PC will struggle unless it comes in at a low price point.
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