Think of Genica as computerdom's bargain basement. The company
sells computer components, peripherals, and accessories -- mainly
overstocks and closeouts -- over the Internet. It operates through
two business units: Computer Geeks (which targets consumers through
its geeks.com website) and Evertek Computer (which markets to small
businesses and FORTUNE 500 firms). The company was formed
by the 1999 merger of online seller Computer Geeks with
computer importer/distributor Evertek Computer and its Hong
Kong-based sister firm Evertek Trading. Chairman and CEO Frank
Segler owns a majority stake in Genica.
Genica operates a 190,000-sq.-ft. commercial property
in Oceanside, California -- 90% of which is dedicated
to warehousing and fulfillment services. The company also has
offices in Taiwan and Hong Kong.
The Evertek Computer business accounts for around 65% of annual
revenues and its Computer Geeks business accounts for some 35% of