Sept. 5 (Bloomberg) -- Dell Inc., the world's second-biggest maker of personal computers, plans to overtake NEC Corp. as Japan's largest PC vendor by targeting retail customers at electronics stores and offering new colors.

Dell, which counts on corporate customers for most of its sales in Japan, became the nation's second-largest PC maker last quarter, Jim Merritt, head of Dell Japan, told reporters today. He declined to say when Round Rock, Texas-based Dell will reach the target.

The company is trying to lure Japanese buyers by offering products through Bic Camera Inc.'s chain of electronics stores after abandoning its two-decade-old practice of only selling to customers by phone or the Internet. Dell is also emphasizing product design, with its new line of PCs available in colors such as pink and espresso brown.

``The key factor for us to become No. 1 in Japan is obviously the consumer market,'' Merritt said. The top share is achievable ``as long as we take care of our customers and expand our exposure.''

Sales of computers to individuals account for about 15 percent of Dell's revenue in Japan, he said. Dell ranks fifth among PC suppliers to Japanese consumers.

Dell overtook Fujitsu Ltd. as Japan's second-largest PC maker by shipments in the quarter ended June 30, capturing 15.9 percent of the market, according to Framingham, Massachusetts- based researcher IDC. NEC had 18.1 percent, and Fujitsu had 15.3 percent.

The company has narrowed its gap with NEC in the second quarter, increasing its share from 11.5 percent the previous three months, according to IDC. Tokyo-based NEC had 21.1 percent in the first quarter and Fujitsu had 19.4 percent.

To contact the reporter on this story: Pavel Alpeyev in Tokyo at palpeyev@bloomberg.net.

Last Updated: September 5, 2007 04:41 EDT