The exit positions the firm for future operational growth

Atar Capital, a Los Angeles-based global private investment firm, announced today the sale of its affiliate, Microcel, a leader in the distribution of global technology and innovation brands across Canada, to TDL Gentek. The deal closed on July 17th.

Originally founded in 1989 in Newmarket, Ontario, the Company offers distribution and value-add services to an established portfolio of global brands, as well as a proven multi-channel customer base that includes Canada’s most prominent big-box retailers, consumer electronics stores, specialty retailers, and e-commerce marketplaces. Microcel works with leading brands such as Google, fitbit, Starlink, Anker, Beurer, Blendjet, and Polaroid. Atar Capital acquired Microcel in November 2018.

“We’re excited to announce the successful exit of Microcel,” said Cyrus Nikou, founder of Atar Capital. “We’re proud of the infrastructure investments we supported over the last six years that laid the foundation for the company to expand their brand management and distribution capabilities. This sale marks an exciting opportunity for the continued growth of our mission to build a portfolio of sustainable and purpose-driven businesses.”

“The partnership and support that Atar Capital has given to our talented team has been essential to our success up to this point,” said Adam Ingrao, Chief Executive Officer of Microcel. “Their commitment to our vision has helped enable our expansion in Canada, and we’re excited to see the platform grow further with TDL Gentek.”

“We are excited to welcome Microcel to the TDL Gentek family,” said Laurie Tugman, CEO of TDL Gentek. “This acquisition is a significant step forward in our vision to expand and enhance our consumer goods division in Canada. We look forward to continuing to grow the Microcel business with our brand partners and customers.”

The transaction was facilitated with the legal counsel of Miller Thomson. Kroll Corporate Finance Canada served as the financial advisor.

About Atar Capital

Atar Capital is a global private investment firm that acquires a wide range of lower middle market businesses exhibiting opportunities for growth, revitalization and significant value creation. Atar Capital's principals have collectively completed 90 private equity transactions across 18 countries worldwide.

Atar Capital's combination of operational expertise, industry knowledge and investment experience provide a unique edge in creating value and working as a true partner with its portfolio companies. The firm assists in activities ranging from growing the business to improving operations and financial performance, leveraging all available resources and talent within Atar's leadership team, as well as its bench of seasoned senior advisors with deep sector and functional expertise. For more information, please visit www.atarcapital.com.

About Microcel

Since its inception in 1989, Microcel has become one of Canada’s leading distributors of innovative lifestyle products, providing access to the Canadian retail market to prominent global brands such as Google, fitbit, Anker, Starlink, Polaroid, and Beurer, that offer a wide variety of product types, from wearables, portable audio, and medi-tech, to smart home, kitchen, and outdoor solutions. Based in Newmarket, Ontario, Microcel leverages its superior product marketing and value-added services as an omni-channel distributor to Canada’s largest big box national retailers, e-commerce, and DIY, outdoor, and tech specialty stores such as Walmart, Costco, Best Buy, Amazon, Loblaws, London Drugs, Home Depot, Sport Chek, Canadian Tire, MEC, and the North West Company, among many others.

About TDL

TDL Gentek is a leading Canadian distributor with 45 years of experience in value-added distribution. Specializing in technology, telecommunications, and consumer goods, TDL Gentek offers over 250 brands across various categories, including Broadband, Security, Unified Communications, Networking, ProAV, and Consumer Goods. Known for its expertise and value-added services, TDL Gentek is committed to helping its partners build the right solutions for their customers.

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