On July 17, 2024, Microcel Corporation, a leader in the distribution of global technology and innovation, was acquired by TDL Gentek.
Kroll served as sell-side M&A advisor to Microcel and Atar Capital in connection with the transaction.
About Microcel Corporation
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 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.
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.
