Lenovo, the maker of former IBM’s Think-branded personal computers, and Best Buy, the U.S. leading retail outlet, on Tuesday announced that they will join forces to provide small and medium business customers with access to purchase ThinkPad notebooks, ThinkCentre desktops and the newly announced Lenovo-branded 3000 PCs.

“Best Buy For Business and Lenovo share a focus on delivering high customer satisfaction, and world-class products and service. With the help of Lenovo-trained professionals, Best Buy For Business customers will be able to choose the PC that is right for them and their business,” said said Tom Healy, executive vice president, Best Buy.

Small business customers nationwide now will have the opportunity to acquire Lenovo products online, by phone and at more than 135 “Best Buy For Business” locations. Customers can rely on the expertise of Lenovo-trained sales professionals to help identify and apply the right technology solutions for their unique business needs. Best Buy For Business provides businesses with expanded technology offerings, personal assistance from business professionals and specialized installation services.

Through Best Buy For Business, customers can select from Lenovo’s Think-branded portfolio, that includes ThinkPad notebooks and ThinkCenter desktops, as well as the Lenovo-branded PCs recently introduced worldwide. The Lenovo 3000 product line, featuring several new desktop and notebook models, offers a suite of easy-to-use Lenovo Care productivity tools that help make owning and operating a PC a “worry-free experience for small businesses”. Lenovo 3000 models offered through Best Buy include the J100 and J105 desktops and the C100 and N100 notebooks.

Lenovo’s push into the retail market in an attempt to target small and medium sized businesses is something new for the U.S., however, similar moves were made by IBM to sell ThinkPad and ThinkCentre computers in smaller countries years ago. While there are numerous customers who are willing to pay for Think-branded computers, which generally cost more compared to products from companies like Dell or HP, the market in general is looking mostly for low cost rather than for some exclusive features of the Think computers.

“In the SMB market, price elasticity is a key factor in generating demand and growing revenue. Lenovo’s Think branded PC’s, which have a strong presence in the less price sensitive enterprise market, are priced above the SMB market price range,” said Martin Kariithi, an analyst with Technology Business Research.

Moreover, given the strength that brand-names like Dell, HP, Gateway have, Lenovo’s own PCs will face quite a challenge not only to win customers, but even to win shelf space at Best Buy. It is highly-likely that it will take some time till Lenovo-branded PCs gain popularity.

“The Lenovo 3000 line of PC’s will face difficulties competing for shelf space at Best Buy and Office Depot going against brands with stronger brand name recognition in the US consumer market such as HP and Gateway,” said Mr. Kariithi.