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 via evertek.com). The company,
which offers more than 3,000 brand-name products, was formed by the
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.
Temecula, California-based 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
Genica's wholesale unit, Evertek Computer, contributes about
two-thirds of its sales, while the consumer division, Computer
Geeks, accounts for the rest.
Sales and Marketing
The company is able to buy higher quantities of products,
allowing it to receive larger price discounts. It boasts a
dedicated sales team and dynamic e-commerce web sites. Genica also
uses targeted marketing programs to reach its customers.