Dell closes 'Direct' kiosks to focus on retail

ROUND ROCK, Texas Dell is closing its 140 "Dell Direct" kiosks in order to focus on its expansion into retail as well as its core direct business, the company reported today.

The Dell Direct Store, started in 2002, was created to enable customers to sample Dell products before buying them directly from the company. However, these benefits are now available in retail stores where Dell products are sold, eliminating the need for the Direct Store concept.

Dell ventured into retail last June with the announcement it would be selling products at Wal-Mart, since then, the computer company has made deals to sell items at other retailers such as Staples and Best Buy.

“Moving into retail is a prime example of Dell listening to its customers,” said Tony Weiss, vp for Dell’s global consumer business. “Ever since we began our journey into retail, we wanted to give customers the opportunity to call, click, or visit Dell and have access to our award-winning products. This move fits in with how our broad global retail strategy is evolving.” 

Dell said that the closings would not affect kiosks outside of the United States.

In addition, the company will still be offering products through its direct-to-consumer business.