ROUND ROCK, Texas -- Direct retailer Dell Inc. announced plans Monday to expand its retail presence, saying it will add 20 of its tiny "Dell Direct Stores" to malls in California next month.
Round Rock, Texas-based Dell said the 10-by-10-foot kiosks will open at malls in the Los Angeles, San Diego and San Francisco metropolitan areas next month.
Dell already has 65 kiosks in 10 states, including Florida, Pennsylvania and Texas.
Mall customers can speak with sales representatives about computers, digital cameras, printers, televisions and other equipment.
Customized orders must be placed online or over the telephone. The order is built at a Dell factory and delivered to the customer's home.
Dell said the stores have helped its burgeoning consumer business while staying true to its direct sales model.
"It's a nice way to give people a little more exposure to our products," said Mike George, Dell's vice president and general manager for U.S. consumer business.
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