Alienware is interested in making its own PC components

At a recent event, Alienware and Dell XPS GM Frank Azor told PCGamesN that the company is looking into the PC component market. Alienware has been around since 1996 and has made a name as a boutique seller of gaming desktop PCs and laptops. The firm is currently a subsidiary of Dell and it has already made some minor moves to branch out, with peripherals like mice, monitors, and headsets.

Internal PC components are a whole different ball park though. It's an idea that's apparently been floating around at Alienware for some time now, but Azor says the company doesn't want to do something unless it can do it exceptionally well. Basically, Alienware doesn't want to rebadge some existing products, if they ever get into the hardware market they want to do it with truly unique products:

“On the component side, it hasn’t been a primary focus for us, yet,” Azor says, “because we struggled to really come up with ways we can do it better. You’ve got some really great component companies out there. Some of the graphics card partners are very good at what they do, they’ve mastered the art of overclocking and they’ve mastered building high quality, highly reliable add-in boards. You’ve got SSD manufacturers out there that are doing an exceptionally good job.

“What we don’t want to do is just put our name on something. The Alienware name comes with a brand promise, and if we don’t deliver on that promise to customers consistently, they’re going to stop trusting the Alienware brand. So if I can’t deliver that promise in a product category, I’m not going to try because I have too much to lose.”

The main gist here seems to be that there's nothing on the drawing board right now. Alienware PC components could become a reality in the future, but it's far from a shut case.