The Channel logo

News

By | Mark Ballard 7th July 2006 12:03

Elonex sketches phoenix PC plan

Vision of company as a household name

Afic founder and managing director Yuval Ella aims to turn Elonex into a household name by sticking the company's badge on a range of other electrical gadgets.

Speaking after he closed the deal to buy the PC maker out of administration, the Israeli businessman said he was also considering launching Elonex Plc into PC manufacturing again, by opening a plant in China.

Ella said he was looking to buy electrical goods from OEM manufacturers and market them under the Elonex brand. His ideas are still green, but he envisages Elonex becoming a catch-all consumer brand, cashing in on its past success with PCs to sell items such as memory sticks and mobile devices.

He noted the upmarket mobile phone launched recently by Bang & Olufsen. "Something like Bang & Olufsen is how I see Elonex," he said. "A quality brand associated with computers."

Ella is negotiating with officials in Dongguan, a fast-growing city in the Guangdong Province of China about establishing a PC manufacturing plant. But he said whatever happened, he would continue selling Elonex PCs in the UK.

An existing deal with Elonex France, an Elonex division that did not go into administration, could still supply Elonex Plc with PCs, he said. ®

alert Send corrections

Opinion

Ship scrapyard photo via Shutterstock
Windows 10 Universal Apps
Windows 10 on Surface 3

Tim Anderson

It's do-or-die for Microsoft's new operating system on 29 July

Features

Steve Ballmer. Pic:  Aanjhan Ranganathan
Nokia is the biggest write-off yet, but it wasn't the first
Confused computer keyboard
Last Christmas, I gave you my Cloud, the very next day you gave it away
Time to pull out the magnifying glass to swot up on those Ts&Cs
Android icon desktop toys
Nice devices, now speak 'enterprise' to me