Dell bought Alienware because they needed to get into the high-end market in a big way. They have given up on trying to crack the market with the Dell brand, which has never been cool and appar­ently never will be.

Estab­lished in 1996 and based in Miami, Florida, Alienware has built their reputation as a provider of powerful machines built for hardcore computer gamers and encased in sleek packages.

Alienware will remain essen­tially autonomous. Dell … will give Alienware free rein to devise wild designs for the avant-garde using whatever compo­nents it chooses. However, Dell will assume respon­si­bility for logis­tical aspects, such as securing supplies of compo­nents and offering more generous financing packages.

Dell will focus on doing what they do best and Alienware will continue to make crazy sweet machines. Seems like the match is going to work out for consumers as well as shareholders.