There's nothing small about the way Micro Electronics sets up shop. The company sells computers and consumer electronics through an e-commerce site and through nearly 25 stores operating under the Micro Center banner in more than 15 states, including California, Ohio, and New Jersey. The stores, which reach up to 60,000 sq. ft., stock about 36,000 products across 700 categories, including desktop and notebook computers from major makers the likes of Apple and HP, as well as Micro Electronics' own WinBook and PowerSpec brands. The company's computers are built by subsidiary International Products Sourcing Group, which also supplies discounted computer gear. Micro Electronics was founded in 1979.
The computer and consumer electronics retailer conducts its business nationwide with a brick-and-mortar presence in more than 15 US states and a global e-commerce site.
Micro Electronics operates its business through several subsidiaries. Besides its Micro Center computers and electronics retailing business, the company boasts e-commerce site Micro Center Online and the International Products Sourcing Group, which has expertise in sourcing name-brand computer products at discounted prices and in making its own computer and electronics products.
Micro Electronics aims to maintain a customer base that is as loyal as the one Apple enjoys without spending money on expensive advertising. Although larger rivals have shuttered stores or closed up shop entirely amid the economic downturn, Micro Electronics' network of Micro Centers has grown to more than 20 stores during the past three decades with its most recent expansion in New Jersey in 2012.
Looking to streamline its client base and sales channels, Micro Electronics shifted gears in late 2012 when the company sold its Redemtech electronic asset disposition (EAD) services provider to Arrow Electronics. Redemtech served a roster of large enterprise clients, OEMs, and government. It also sold refurbished computers, peripherals, and parts through its Red Rabbitt online store to wholesale buyers, resellers, businesses, as well as consumers.
Sales and Marketing
Micro Center stores cater to tech enthusiasts with "Build Your Own" departments -- which allow customers to assemble their computers from scratch -- and "Knowledge Bars" up front where customers can speak with technicians. The chain distinguishes itself from its big-box competitors by stocking a wider assortment of products and employing a knowledgeable sales force.
Micro Electronics was founded in 1979 by John Baker.