Dell Buys Alienware

But what will become of the XPS brand?

We’ve all seen the rumours, we’ve all seen the proposals but now the deal is done: Alienware belongs to Dell.

Financial details were not revealed but under the terms of the agreement the enthusiast PC builder will become a wholly owned subsidiary inside the Michael Dell empire. This means Alienware will maintain its own brand name as well as control over product development, marketing, sales and technical support operations. Or to put it even more simply: Alienware will be a standalone unit of Dell.

Naturally both parties were delighted with Micky D going on record as saying, “Alienware’s products are an excellent complement to Dell’s own line of high-performance computers designed for gaming, enthusiast and media content customers. In addition to offering high-quality, high-performance products, Alienware has tremendous brand appeal with consumers and creative business professionals”.

Alienware CEO Nelson Gonzalez was equally chipper while speaking aboard his new luxury yacht (I made that last bit up), “We believe that Alienware will realize significant advantages from Dell’s world-class supply chain and operational efficiencies. They will allow us to continue to satisfy our core customers with the most innovative and highest-performing PCs, and ultimately extend the reach and appeal of the Alienware brand.”

In practical terms perhaps the most interesting question in all of this is what will happen to Dell’s XPS brand? For now the plan is to keep it going but surely over time this will only see the company start competing with itself.

Overall, it is certainly a logical purchase for Dell. While successful, its XPS brand wasn’t as distinctive or well known as it would like and the Alienware acquisition will give it a dedicated brand with considerable street cred to go after the enthusiast market. As for Alienware, it was threatening to make its products more mainstream and now it gets to stick to what it does best.

Now we just need Google to buy Firefox, Acer to buy Voodoo and Samsung to buy xcutemobile and the world will finally make sense…

Dell UK

Unlike other sites, we thoroughly review everything we recommend, using industry standard tests to evaluate products. We’ll always tell you what we find. We may get a commission if you buy via our price links. Tell us what you think – email the Editor