Dell opens posh shop in Russia

BEHEMOTH OF ONLINE shopping, Dell is slowly starting to spread its paws into the world of retail, with a focus on emerging markets.

There are quite a lot of markets where Dell does not function like it does in its native country, going with the traditional channel model of distributors, etc.

But in order to achieve growth in the Russian market, the company opted to open a large shop in Gorbushkin Dvor, a new shopping centre in Moscow. Following the concept of Apple stores, Dell wants to put laptops, desktops, servers, printers - all in one place, with a lot of people trained to aid the potential shoppers.

Quite an interesting twist for a company that once claimed that traditional model of distribution is dead and that on-line is king. Dell is turning to combine retail and e-tail model together.

Who knows, if it would work in Russia, Dell might start opening Dell stores worldwide. µ