Wazana Brothers International, doing business as Micro Solutions
Enterprises (MSE), manufactures and markets imaging equipment
supplies, including laser toner and inkjet cartridges. The company
markets products under its own brand and sells to vendors who, in
turn, rebrand its products. Israeli-American brothers and company
executives Avi Wazana and Yoel Wazana established Micro Solutions
Enterprises in 1994; the pair continues to own the company.
Operating globally, MSE is the largest remanufacturer with US-based
production facilities. The company has expanded its business by
buying Laser Imaging International and Perfect Ink, both involved
in manufacturing inkjet cartridges and laser toner cartridges.
MSE is the largest producer of OEM-alternative printer
cartridges with US-based production facilities. It owns and
operates more than 260,000 sq. ft. of manufacturing and sales and
distribution facilities worldwide.
It expanded its presence in Europe by establishing a customer
service and logistics center in the Netherlands that is both
centrally-located and multi-lingual. The company also distributes
its products from the UK and Spain.
The company has operations in the US, Canada, the Netherlands,
Spain, the UK, Brazil, Israel, Mexico, and the United Arab
Emirates. Its sales and distribution offices are located in the US
in California and Pennsylvania and elsewhere in Canada, Israel,
Dubai, Brazil, and Europe (to serve its clients in the Netherlands
and the UK).
Sales and Marketing
As part of its business, Wazana Brothers provides products to
independent resellers and dealers, as opposed to selling directly
to consumers. The company supports its reseller channel through a
comprehensive dealer program that includes sales training,
customized materials, and marketing programs. The company also
works to properly brand itself to create a customer base of loyal
end users. To this end, the company created the Micro Solutions
Enterprises brand name.
When the firm expanded its business in Europe, Wazana Brothers
hired field sales executives in several major European markets,
including France, Germany, Spain, and the UK. In this market, the
company offers the MSE brand, generic packaging, and private-label
options for its larger customers.