Dell To Sell Full Assortment Through Staples

By Alan Wolf -- TWICE, 11/5/2007

ROUND ROCK, TEXAS — Dell has added Staples to its growing roster of retail partners.

Beginning Nov. 11, the office-supply chain will carry a wide assortment of Dell notebook and desktop computers, monitors, printers, ink and toners within in its 1,400 stores and online at www.staples.com.

Staples will be the only retailer to carry Dell products within the office-supply channel.

The deal represents the latest leg of a new retail strategy by the computer maker, which is looking to recapture market share by moving beyond its original consumer-direct distribution model. Dell initiated the new policy in June by opening up distribution to Wal-Mart and Sam's Club with two exclusively configured Dimension desktop models. It also continues to sell limited SKUs through Costco and QVC.

The tactic may be gaining traction: Dell's third-quarter shipments were up 3.5 percent year-over-year in the United States, according to IDC and Gartner, although it continues to cede market share to Hewlett-Packard, Apple, Acer and other manufacturers.

Staples' initial offering will be the most expansive to date. The assortment will include Inspiron 1721 and 1521 notebooks, Inspiron 530 desktops, Dell 948 and 926 all-in-one inkjet printers, Dell 1320c laser printer, Dell SE198WFP 19-inch widescreen flat-panel LCD monitor and the Dell E228WFP 22-inch widescreen flat-panel LCD monitor. Additionally, Staples will offer ink and toner for most Dell printers.

Goldman, Sachs retail analyst Matthew Fassler believes the addition of the Dell line could boost Staples' same-store sales by 1 percent or more.