Apricot plans assault on home market

Apricot Computers is planning to break into the home computer market and will run a TV advertising campaign this Christmas.

Apricot, which is a subsidiary of Japanese electrical goods giant Mitsubishi, has so far sold machines only to businesses.

According to group marketing director Chris Buckham, it plans to broaden its consumer base with an Apricot-branded PC for home users. The product will launch in October and will be sold at Dixons-owned PC World stores.

Advertising agency, Da Costa & Company, is developing a product-based TV campaign.

Apricot is also understood to be talking to Dixons about selling its home PC through other parts of the Dixons group.

German PC giant Vobis is to relaunch in the UK, just one month after breaking its contract with Dixons. Vobis, Germany’s largest computer firm with sales of more than 1bn, has signed up with UK retailer Powerstore to carry 16 Vobis-branded concessions in selected shops from next week.

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