Demin takes Hyunju PCs to Europe

Looking for system builders

Ali Demin, the former boss of Samsung's UK computer business, has resurfaced as European CEO of Hyunju, the Korean PC maker. Joining him is Geoff Bigg, CTO, one-time R&D director for Samsung in Europe.

Together, they are promoting Hyunju's debut in Europe, and gunning for one million unit sales per annum in three years. It's not a complete standing start: Hyunju is already selling product in France. Demin and Big have set up offices in Staines, near London, and are recruiting staff.

According to Demin, Hyunju is Korea's third biggest PC maker, behind Samsung and Sambo/Trigem. In its home country, Hyunju claims to "dominate" the retail and education sectors.

Hyunju is "very competitive, and its operational costs are very reasonable. Now it's expanding worldwide and Europe is an early target," Demin says.

Hyunju products will be available in Euorope as branded PCs, notebooks, PDAs, and monitors, and also as white-label, through small system builders, a key sell-through segment, Demin told us.

The company is particularly keen to talk to system builders, selling maybe 1000-2000 units a month. "Their cost structures are not right, and wages are high in Europe, which makes it difficult to grow profitably," he said.

Demin reckons he's struck gold with Hyunju: "I've spent 26 years in the industry, and I think I know a winner. Now it's time to do something for myself and for the company. Mister Biggs thinks the same thing.". ®