MICS expands in Siberia / Channel EMEA

Russian IT and consumer electronics distributor MICS has continued its national expansion, opening a new warehouse and office operation in the Siberian city of Novosibirsk. The new operation will cover a vast tract of the Siberian region and will serve as a supply and support point for MICS’ partners in the region. MICS expects the new operation to offer a similar product range to that available from its Moscow office.

The MICS operation in Novosibirsk will focus on building relationships with local channel partners, providing flexible finance options and improved logistics. MICS anticipates the new branch serving a wide range of channel partners including retailers, dealers and VARs.

MICS has embarked on a sustained regional expansion plan during the last year. The first branch launched in Nizhny Novgorod a year ago was to strengthen MICS presence in the mid-Volga region, an important economic area in Russia. Over the past year the MICS-Povolzhie branch has doubled its sales in the Volga region bringing its share in total MICS sales in the region from 3% in the beginning to 35% as of September 2011.

The MICS regional expansion continued with the opening of a representative office in St. Petersburg in September to be cover activities in the North-Western region of Russia. In the near future MICS plans to open two more branches in Russia

MICS has also announced the addition of Iomega to its vendor portfolio. MICS will stock a range of Iomega products including NAS devices, external hard drives, multimedia drives and removable storage technology. Iomega products are now available from MICS’ warehouses in Moscow, Nizhniy Novgorod, Novosibirsk, and Rostov-on-Don.

Established in 1991, MICS is a major supplier of IT and consumer electronics in the Russian market. MICS sells through a network of 4000 channel partners including retailers, resellers and VARs. The distributor’s vendor portfolio includes major brands such as Acer, Dell, Lenovo, LG, Samsung, Toshiba and many more.