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Microcel Partners with Global Private Investment Firm, Atar Capital

by | Nov 27, 2018
Microcel Corporation, a leading distributor of technology products in Canada announced today that it has completed a partnership with Atar Capital, a global private investment firm headquartered in Los Angeles, California.
Press


Newmarket, Ontario – November 26, 2018
– Microcel Corporation, a leading distributor of technology products in Canada announced today that it has completed a partnership with Atar Capital, a global private investment firm headquartered in Los Angeles, California. Rick Henry, Founder of Microcel, will remain a significant shareholder and will continue as Microcel’s President and CEO.

“Microcel has developed a leading position distributing global technology brands into the Canadian retail market. After talking to several potential capital partners, I found Atar’s retail and operational expertise; their flexibility, speed and growth-oriented investment philosophy to be a true differentiator to help catapult Microcel’s market position forward. I am looking forward to accelerating the growth of Microcel with our new partners,” said Henry.

“We are excited to partner with Rick and the Microcel team on this transaction. We see tremendous opportunity in Canada’s growing retail and e-commerce markets,” said Cyrus Nikou, Founder and Managing Partner at Atar Capital. “Microcel's best-in-class portfolio of brands within the Canadian consumer electronics space complimented by Atar's direct-to-consumer, e-commerce and digital marketplace platforms will serve as a catalyst for growth,” added Nikou.

Robert Lezec, Senior Managing Director at Atar, added “Atar’s e-commerce, retail and distribution bench strength is strong and deep. We believe that combining our sector expertise with Rick’s unparalleled product vision will lead to significant value creation for Microcel.”

Atar Capital’s combination of operational expertise, industry knowledge and investment experience provide a unique edge in identifying and creating value and working as a true partner to portfolio companies. The firm assists with initiatives to grow the business and improve operations, leveraging all of the resources available through Atar’s global platform, including a bench of seasoned senior advisors with deep sector and functional expertise.

Osprey Capital Partners Inc. was the exclusive financial advisor to Microcel and its shareholders.

About Microcel Corporation

Since its inception in 1989, Microcel has become one of Canada’s preeminent consumer electronics distributors, providing access to the Canadian retail market to prominent global OEM vendors such as Fitbit, Belkin and Logitech covering a wide variety of product types, from wearables, portable audio, computer and telephony accessories, to smart home and outdoor tech solutions. Based in Newmarket,
Ontario, Microcel leverages its superior product marketing and logistics support and distributes to a network of over 5,000 points of purchase for some of Canada’s largest big box retailers, electronic stores, e-commerce, and specialty outdoor stores such as Walmart, the Source, Best Buy, Amazon, and Indigo Books & Music, among many others.

About Atar Capital
Atar Capital is a global private investment firm that benefits from over 60 years of combined investing, operational and management experience. Atar’s principals have completed over 62 private equity transactions across North America and Western Europe. Headquartered in Los Angeles, Atar Capital’s unique deal origination, M&A and operating capabilities enable its portfolio companies to achieve their “Full Potential”.

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