TIME Computers, the country's biggest mail order computer firm, has unveiled ambitious plans to enter the retail market.

The Simonstone-based firm, part of the Granville Technology Group, is opening 21 showrooms within existing stores in the Midlands, the South and East of England. More than 100 new jobs are expected to be created.

The showrooms, which will be part of Powerhouse Superstores, will sell Omega and Colossus computers which are manufactured at the firm's East Lancashire headquarters. "Moving into retail is a natural expansion for our business," said Colin Silcock, Time's general sales manager.

"Time is the largest advertiser in its field in the national media.

"Our research indicates that our campaigns attract a large proportion of people who are interested in our products but who are uncomfortable with the concept of buying a computer by mail order."

The new showrooms will be open by the end of October, traditionally the start of the busiest period for computer sales.

Time is anticipating that in the run-up to Christmas this year, sales to first time buyers will increase by around 50 per cent.

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