Russian IT and consumer electronics distributor MICS has strengthened its regional coverage, opening a new office and warehouse in Nizhny Novgorod, a major industrial centre in the Middle Volga region. The new office, called MICS-Povolzhie, will cover Nizhny Novgorod itself as well as major cities in the nearby Volga region including Cheboksary, Kazan, Samara, Saratov and others.

The new office will deal with a wide range of channel customers including local retail chains, small and medium resellers, as well as system integrators. MICS-Povolzhie will offer a similar range of products from its new warehouse to those available from the warehouse in Moscow supported by strong logistics.

The range of goods on offer will include computer hardware and consumer electronics from major brands including Acer, BenQ, Dell, Kensington, Lenovo, LG Electronics, Microsoft, Neovo, Netgear, Plustek, Samsung, Toshiba, Tripp-Lite, Xerox and others.

MICS-Povolzhie will act as a local logistics centre providing a door-to-door delivery service, as well as a technical support and training centre for partners. The office will engage in a range of marketing programmes and offer vendor. The new office boasts a headcount of eight staff including three sales managers.

Denis Samsonov, director general at MICS-Povolzhie, claims that the office will increase sales in the region and allow the distributor to expand its client base from 60 partners to 150 in the near future.

Vladimir Lisogorsky, director general at MICS, said: “Nizhny Novgorod and the Volga region is a priority region for us. We have good partners here, we have a good market for our products, and with opening an office and a warehouse here we have better prospects to expand our business further.”