Mesh dumps big brands for Edge

MESH Computers launch the new customisable range of laptops as reported in Inquirer.

UK SYSTEM BUILDER Mesh Computers has decided to can 'famous brands' like Asus and MSI in favour of its own brand range of customisable notebooks it calls Edge.

Mesh's push towards Edge started out rather quietly about two weeks ago. The company reports it has already boosted sales and ASPs, adding that its margins are up as a result.

"As soon as we cut the old brands and pushed the Mesh Edge range into the market, we not only saw a significant jump in sales but ASPs have also increased by more than 30 per cent", said Tony Riccardi, Mesh's sales and marketing director.

"Mesh was first to market with many of the old SKUs from brands like Asus and MSI, but more recently our customers have been asking about greater levels of customisation and that is something that we can only offer with our own brand," explained Riccardi.

Pricing for Mesh's own brand machines starts at £599 for the T6400-based unit, going up to £1,999 for the Q900 Xtreme with GTX280 graphics, Blue-Ray drive and 18.4" screen.

"Mesh has 'priced these notebooks to sell' and every unit offers excellent value for money, perfect for the current financial market," said Riccardi.

Riccardi went on to tell the INQ that the laptop market is "booming", with more than nine million mobile PCs expected to be sold in the UK over the next 12 months. Making his case for dumping the big brand SKUs in favour of Mesh's own customisable Edge line, Riccardi told us "there will always be the 'smarter user' who knows exactly what they want. That's the kind of user we have been attracting."

Asked about the company's sourcing operation for notebooks, Riccardi told us, "It is definitely hard work." He added, "You need to spend a lot of time in China, speaking with the OEM/ODM factories before making your choice." But he concluded that the boost Mesh is seeing in notebook sales and profitability "both tell me that it was time well spent".