Struggling to grow sales and after the axing of staff in Australia Dell has moved to restructure their personal computer business that has seen brands such as Alienware dropped by some retailer’s while others have stopped selling Dell computers.

The move follows a prolonged slump in Dell’s PC business.

In an effort to fix the problem Dell has restricted leadership of this division with the appointment of Chief Operating Officer Jeff Clarke who will now be responsible for trying to get back growth up against a surging ASUS and Lenovo who grew their PC business last quarter 15%, Dell’s PC business fell 4% according to IDC research.

The Dell Latitude 7455 with Snapdragon X Elite or Snapdragon X Plus (Image: Sourced from Dell Newsroom)

The Dell Latitude 7455 with Snapdragon X Elite or Snapdragon X Plus (Image: Sourced from Dell Newsroom)

Quarterly revenue in the PC division had topped $15 billion as recently as mid-2022 but fell to $11.7 billion last year as Dell struggled to deliver the right product to market.

More concerning was the dramatic fall in consumer revenue with retailers in Australia moving to new brands ahead of Dell.

consumer PC revenue fell 19% in the fiscal first quarter, and operating income for the overall unit fell 16%.

Dell who has been focusing largely on commercial PCs, has also been focused on selling consumer PC’s direct claim analysts.

Dell Silent Keyboard and Mouse Combo (KM555)

Dell Silent Keyboard and Mouse Combo (KM555)

Clarke, who joined Dell in 1987 is also the vice chairman of the business and will continue, to oversee the company’s Client Solutions Group, according to a recent memo to staff.

Analysts polled by Bloomberg expect sales of $12.8 billion in the current quarter on recovering demand for corporate PCs while consumer uptake remains soft.

Clarke said he will take on “day-to-date leadership” of the PC unit “for now.” The company declined to elaborate on a timeline.

“What we’re focused on is leading the commercial and consumer PC markets and capitalizing on the critical PC refresh cycle,” a Dell spokesperson said in a statement regarding the executive moves.