Computer Alliance
Computer Alliance is a privately held Australian computer hardware retailer founded in 2000, operating from Brisbane with an e-commerce store and physical showroom. It sells branded and custom-built PCs, laptops, components, and accessories to retail consumers, gamers, professionals, and institutional customers across Australia.
- Company typePrivate
- Founded2000
- HeadquartersMount Gravatt, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Computer Alliance does
Computer Alliance is a privately held Australian computer hardware retailer founded in 2000 and headquartered at 1517 Logan Road, Mt Gravatt, Brisbane. The company sells branded and custom-built computing products through an integrated e-commerce storefront and a physical showroom, shipping nationwide and offering Click & Collect. Its proprietary 'Alliance' line covers Home & Office, Gaming, and Workstation desktops assembled and tested in-house, supported by online PC Builder and Mini PC Builder configuration tools and a 3-year labour warranty on custom builds.
The product catalogue spans desktops, laptops, workstations, tablets, smartphones, handheld gaming consoles, PC components, monitors, networking equipment, peripherals, and accessories sourced from major vendors including ASUS, MSI, Lenovo, HP, Apple, Samsung, NVIDIA, AMD, and Intel. Pricing is publicly disclosed in AUD inclusive of GST, with unit pricing per system ranging from approximately A$99 for a Mini PC build service to A$14,390 for a high-end workstation, and Buy Now Pay Later options via AfterPay, Zip, and PayPal.
The go-to-market combines direct-to-consumer retail with a dedicated Business Solutions division operating through a separate portal (business.computeralliance.com.au) targeting corporate, education, and government customers. Managed IT services are delivered through wholly-owned subsidiary Alliance Business Technologies. Distribution is omnichannel, brand positioning emphasises 25+ years of operation and 3,000+ customer reviews, and the business holds ISO 9001:2008 certification and GITC Accreditation Q-2645 enabling public-sector procurement.
Computer Alliance firmographics
Firmographics- Name
- Computer Alliance
- Legal name
- Computer Alliance
- Website
- https://computeralliance.com.au
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Short description
- Computer Alliance is a privately held Australian computer hardware retailer founded in 2000, operating from Brisbane with an e-commerce store and physical showroom. It sells branded and custom-built PCs, laptops, components, and accessories to retail consumers, gamers, professionals, and institutional customers across Australia.
- Ownership category
- akta.pro rank
Computer Alliance industry classification
Industry- Product category
- Computer Hardware Retail
- NAICS
- Computer Systems Design and Related Services (54151), Computer and Peripheral Equipment Manufacturing (33411), Computer and Peripheral Equipment Manufacturing (3341)
- SIC
- Retail-Computer & Computer Software Stores (5734), Computer & Office Equipment (3570), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- PC Components & Upgrades Retail (CPU, GPU, RAM, Storage, Motherboards) (CRACABAD)
- akta.pro secondary industries
- Gaming PCs & Laptops (Prebuilt OEM/SIs) (MPAFAGAC), Consumer Desktops (Home & Family PCs) (HDACAAAA), Business Desktops (Commercial PCs) (HDACAAAB), PC Cases, Chassis & Case Accessories (HDACAGAG)
Keywords
Where Computer Alliance is headquartered
LocationHeadquarters
- HQ city
- Mount Gravatt
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Computer Alliance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Hardware Sales (Retail): Sale of branded desktop PCs, laptops, tablets, smartphones, PC components (CPUs, GPUs, RAM, storage, cooling, cases, power supplies), monitors, networking equipment, peripherals, cables, accessories, and Apple products through e-commerce and physical showroom.
- Custom PC Assembly Services: Build and configuration of custom desktop PCs using proprietary Alliance brand components with assembly, testing, operating system installation, driver and BIOS updates. Basic PC Build service priced at $129, Mini PC Build at $99.
- Business Solutions: Hardware sales and deployment services for Business, Corporate, Education and Government customers through dedicated business division.
- Managed Services (via ABT): Ongoing IT support and managed services offered through Alliance Business Technologies (abtechnologies.com.au) for business customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Alliance Home & Office PCs - Pre-built systems ranging from mini PCs to full desktops |
| Unit Pricing | Pay-as-you-go | Alliance Gaming PCs - High-performance custom gaming systems |
| Unit Pricing | Pay-as-you-go | Alliance Workstation PCs - Professional-grade systems for content creation, CAD, and AI |
| Unit Pricing | Pay-as-you-go | Desktop PC Builder - Custom configuration service |
| Unit Pricing | Pay-as-you-go | Mini PC Builder - Custom mini PC configuration service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Computer Alliance product offering
Product offeringCore offering
Computer Alliance is an Australian computer hardware retailer that sells custom-built Alliance-branded desktop PCs (Home & Office, Gaming, Workstation), branded desktops, laptops, tablets, smartphones, PC components, monitors, networking equipment, and peripherals through its e-commerce website and Brisbane showroom. The company also offers online PC configuration tools (Desktop PC Builder and Mini PC Builder) with in-store assembly, testing, and a 3-year labour warranty, and provides dedicated IT hardware procurement and managed services for business, corporate, education, and government customers.
Product overview
Computer Alliance is an Australian computer hardware retailer established in 2000, operating both online and from a Brisbane showroom. The company offers a comprehensive portfolio spanning custom-built desktop PCs (through PC Builder and Mini PC Builder tools) and branded hardware across multiple categories. Their custom PC offerings include Alliance Home & Office PCs, Alliance Gaming PCs, and Alliance Workstation PCs — all built, tested, and warranted in-store. They stock branded desktops (Lenovo, HP, MSI, ASUS), all-in-one PCs, barebone mini PCs, and complete Apple desktops (iMac, Mac Mini). Their laptop range covers consumer/business (ASUS, MSI, Lenovo), gaming (ASUS ROG, MSI, Gigabyte), workstation (Dell Precision, HP ZBook, ASUS ProArt), and Apple MacBook lines. Additional offerings include tablets (Samsung, Lenovo, Apple iPad), smartphones (Samsung Galaxy), handheld gaming consoles (MSI Claw, ASUS ROG Ally), PC components (CPUs, GPUs, RAM, storage), monitors, networking equipment, peripherals, cables, accessories, and software. They provide configuration tools for custom PC building and have business/government/education sales divisions.
Differentiator
Problem solved
Functional benefit
Products and services
- Alliance Home & Office PCs Custom-built Alliance-branded desktop PCs configured and assembled in-store by technicians for home and office use including web browsing, email, study, office applications, video calls, and streaming. Configurable through the PC Builder tool.
- Alliance Gaming PCs Custom-built Alliance-branded gaming desktop PCs configured for esports and AAA titles, ranging from entry-level to high-end configurations with dedicated GPUs and advanced cooling, built and tested in-store.
- Alliance Workstation PCs Custom-built Alliance-branded professional workstation desktops configured for content creation, CAD, modelling, rendering, and AI workloads, featuring powerful CPUs, professional GPUs, and ample RAM.
- Desktop PC Builder Online configuration tool allowing customers to select and customise desktop PC components (CPU, motherboard, memory, storage, graphics card, case, power supply) with compatibility checking, staff verification, professional assembly, testing, OS installation, and 3-year labour warranty. Basic PC Build service priced at $129.
- Mini PC Builder Online configuration tool for customising barebone mini PCs with chassis, RAM, and secondary storage selection, including professional build, test and update services. Mini PC Build service priced at $99.
- Branded Desktops Desktop computers from major brands including Lenovo, HP, MSI, and ASUS, ready for web browsing, office use, and business applications.
- All-in-One Desktops Space-saving desktop computers with integrated display and components from MSI, Lenovo, and HP.
- Barebone Mini PCs Partially assembled compact computers from ASUS and MSI requiring RAM, storage, and OS installation, available with Mini PC Builder service for completion.
- Apple iMac Apple's all-in-one desktop computer featuring 24-inch 4.5K Retina display, vibrant color options, and Apple Silicon processors.
- Apple Mac Mini Compact Apple desktop computer featuring Apple Silicon, known for performance and efficiency, running macOS.
- Home & Business Laptops Consumer and business laptops from ASUS, MSI, and Lenovo for everyday tasks, web browsing, office applications, and video calls.
- Gaming Laptops Portable gaming laptops with dedicated graphics cards (NVIDIA RTX, AMD Radeon), high refresh rate displays, and advanced cooling from ASUS ROG, MSI, and Gigabyte.
- Workstation Laptops High-performance mobile workstations from Dell, HP, ASUS ProArt, and Gigabyte AERO with professional GPUs, high RAM capacity, and color-accurate displays for CAD, rendering, and content creation.
- Apple MacBook Apple notebooks including MacBook Air for everyday users and MacBook Pro for professional demanding workloads, featuring Apple M-series processors.
- Handheld Gaming Consoles Portable gaming devices including MSI Claw and ASUS ROG Ally with built-in ergonomic controls for gaming on-the-go.
- Tablets Tablets from Samsung, Lenovo, and Nokia including Android tablets and Windows slates for work, streaming, and creative use.
- Apple iPad Apple tablets from compact iPad Mini to powerful iPad Pro models for work, creativity, and entertainment.
- Smartphones Mobile phones from Samsung including Galaxy A-series, S-series, and XCover rugged models.
- PC Components Individual computer hardware components including CPUs (AMD AM4/AM5/sTR5, Intel S1700/S1851), motherboards, graphics cards (AMD/NVIDIA/Intel GPUs), RAM (DDR4/DDR5), storage (SSD/HDD), cooling, cases, and power supplies.
- Monitors & Displays Monitors, TVs, projectors, and display accessories including gaming monitors (high refresh rate), professional displays, portable monitors, commercial signage, and interactive flat panels.
- Networking Equipment Network equipment including modems, routers, access points, switches, NAS devices, security cameras with NVR, and smart home devices.
- Peripherals Computer peripherals including mice, keyboards, headphones, microphones, speakers, streaming gear, desks, chairs, gaming controllers, webcams, graphics tablets, printers, and scanners.
- Cables & Accessories Cables, adapters, external storage, power protection (UPS, power boards), software (operating systems, Microsoft 365, antivirus), and point-of-sale equipment.
- Apple Products Full range of Apple devices including MacBooks, Mac Mini, iMac, iPad, iPhone, and Apple accessories plus third-party Apple-compatible accessories.
- Laptop Accessories Laptop add-ons including bags, docks, stands, cooling pads, chargers, warranty upgrades, and RAM upgrades.
- Specials, Promotions & Clearance Current specials, promotional offers, clearance items, and giveaways including products from ASUS, Samsung, MSI, and other vendors.
- Business Solutions IT hardware procurement, fleet deployment, and corporate IT solutions for Business, Corporate, Education, and Government customers through the dedicated business.computeralliance.com.au portal.
- Managed IT Services (via Alliance Business Technologies) Ongoing IT support and managed services for business customers delivered through Alliance Business Technologies (abtechnologies.com.au).
Quantifiable outcome
- 3-year return to base labour warranty on custom PC builds
- +2 more outcomes
Companies that use Computer Alliance
Customer profileSegments6 records
Ideal customer profiles6 records
Computer Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Computer Alliance partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- ASUScoreMajor vendor partner with extensive product range including ROG gaming laptops, ExpertBook business laptops, monitors, and NUC mini PCs. Joint promotional campaigns including ASUS Supergirl PC Giveaway and EOFY sales events.
- SamsungcoreKey vendor partner supplying SSD products, monitors, smartphones, and tablets. Active promotional campaigns including Samsung SSD Performance Ready for a New Era and Samsung monitors EOFY sale.
- MSI (Micro-Star International)coreMajor vendor partner providing gaming laptops (Cyborg, Titan series), mini PCs (Cubi series), monitors, and desktop systems. Featured in Powered By MSI PC campaigns.
- LenovocoreAuthorized reseller of Lenovo ThinkBook, ThinkCentre, ThinkStation, ThinkPad, neo 50 series, and IdeaPad products including desktops, laptops, and monitors.
- HP (Hewlett-Packard)coreAuthorized reseller of HP products including Elite Mini, Pro Mini, Engage One, ZBook workstations, and consumer laptops.
- ApplecoreAuthorized Apple reseller offering MacBook, Mac Mini, iMac, iPad, and iPhone products with accessories.
- NVIDIAcorePartner for GeForce RTX graphics cards and gaming systems. Featured in NVIDIA GeForce RTX 50 Series campaigns and promotional bundles including Steam Card redemptions.
- AMDcoreKey processor partner supplying AMD Ryzen CPUs and Radeon GPUs. Featured in custom PC configurations including Gaming PCs and Workstations.
- IntelcoreKey processor partner supplying Intel Core, Core Ultra, and NUC products for desktops and mini PCs.
- Alliance Business TechnologiescoreRelated entity providing managed IT services and ongoing technical support. Enables Computer Alliance to offer comprehensive IT solutions including hardware deployment and managed services to business customers.
- AfterPayminorBuy Now Pay Later payment option allowing customers to pay in installments for purchases.
- ZipminorBuy Now Pay Later payment option allowing customers to shop now and pay later.
- PayPalminorPayment partner offering Pay in 4 installments option for customers.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Computer Alliance competitors and assessment
Company assessmentDirect peers
- Centre Com: Australian online retailer specialising in gaming PCs, custom builds, and PC components. Closely overlaps with Computer Alliance's gaming and enthusiast customer segment.
- Mwave: Australian online IT retailer selling custom-built PCs, components, laptops, and peripherals with Australia-wide shipping. Directly comparable as a domestic e-commerce-focused custom PC and component retailer.
- Scorptec Computers: Australian online and retail computer store specialising in custom gaming PCs, PC components, and peripherals. Closely comparable to Computer Alliance on product mix (custom builds + components), Australian geographic focus, and e-commerce-led GTM.
- PLE Computers: Australian retailer of custom gaming PCs, PC components, and peripherals with both online and physical stores. Comparable to Computer Alliance on custom-built systems, component retail, and gaming/workstation focus.
- Umart: Australian IT retailer with online and Brisbane storefront selling custom PCs, components, and consumer electronics. Direct competitor in the Brisbane/Queensland market and adjacent geographies.
- Austin Computers: Australian custom PC builder and component retailer serving gamers and professionals. Comparable in custom-build proposition and target segments to Computer Alliance's Alliance-branded systems.
Broad incumbents
- JB Hi-Fi: Australia's largest consumer electronics retailer with national footprint. Overlaps with Computer Alliance across laptops, desktops, tablets, peripherals, and gaming hardware, but at significantly larger scale and broader category breadth.
- Harvey Norman: Major Australian franchise-based retailer of computers, electronics, and home goods. Comparable on consumer and SMB IT hardware sales, with a national store network Computer Alliance lacks.
- Officeworks: National Australian office supplies and technology retailer selling PCs, laptops, peripherals, and business IT hardware. Directly competes in Computer Alliance's Corporate, Education, and SMB segments with broader geographic reach.
- Kogan: Australian online-first consumer electronics and technology retailer selling PCs, components, and peripherals. Comparable on nationwide e-commerce GTM, though broader in product category and discount-led.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Computer Alliance social profiles
Digital presenceComputer Alliance compliance and trust
Trust signalCompliance1 record
Computer Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Computer Alliance leadership team
Management profileNumber of profiles
Computer Alliance subsidiaries and ownership
Company hierarchySubsidiaries1 record
Computer Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Computer Alliance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Computer Alliance
What does Computer Alliance do?
Computer Alliance is an Australian computer hardware retailer that sells custom-built Alliance-branded desktop PCs (Home & Office, Gaming, Workstation), branded desktops, laptops, tablets, smartphones, PC components, monitors, networking equipment, and peripherals through its e-commerce website and Brisbane showroom. The company also offers online PC configuration tools (Desktop PC Builder and Mini PC Builder) with in-store assembly, testing, and a 3-year labour warranty, and provides dedicated IT hardware procurement and managed services for business, corporate, education, and government customers.
Is Computer Alliance a public or private company?
Computer Alliance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Computer Alliance founded?
Computer Alliance was founded in 2000.
Where is Computer Alliance based?
Computer Alliance is headquartered in Mount Gravatt, Australia, in the Oceania region.
How does Computer Alliance make money?
Four revenue lines are on record. Hardware Sales (Retail) is the primary driver. The others are custom PC Assembly Services, business Solutions and managed Services (via ABT).
Who are Computer Alliance's main competitors?
Direct peers on record are Centre Com, Mwave, Scorptec Computers, PLE Computers, Umart and Austin Computers. Broad incumbents are JB Hi-Fi, Harvey Norman, Officeworks and Kogan.
Does Computer Alliance have an API?
No public API is recorded for Computer Alliance.
What industry is Computer Alliance in?
Computer Alliance's product category is Computer Hardware Retail. Its primary akta.pro industry code is CRACABAD, PC Components & Upgrades Retail (CPU, GPU, RAM, Storage, Motherboards), with a secondary code of MPAFAGAC, Gaming PCs & Laptops (Prebuilt OEM/SIs). Its NAICS code is 54151 and its SIC code is 5734.