Silicon Valley nerds have been lonelier since Fry’s Electronics shut down in February 2021 within the midst of the pandemic. The electronics retailer chain was an embodiment of the valley’s tech roots.
However Micro Center, an electronics retailer from Ohio, has opened its twenty ninth retailer in Santa Clara, California. And so the nerd kingdom has returned. I see this as a giant deal, following up on the opening of the Nintendo retailer — the second within the nation after New York — in San Francisco earlier this month. After years of unhealthy financial information, it’s good to see indicators that the Bay Space is coming again.
However this isn’t simply any retailer. It’s an emblem — an indication that reveals tech nonetheless has a bodily presence in Silicon Valley, along with locations just like the Buck’s Restaurant, the Denny’s the place Nvidia began, the Intel Museum, the Computer History Museum, the California Academy of Sciences and the Tech Museum of Innovation. Different historic hangouts for techies like Walker’s Wagon Wheel, Atari’s headquarters, Lion & Compass — even Circuit Metropolis — have lengthy since closed. However hey, we’ve received the Micro Middle retailer, and the Apple spaceship is just not that distant.
The grand opening week has been going properly and I received a tour of the superstore from Dan Ackerman, a veteran tech journalist who’s editor-in-chief at Micro Middle Information. As I walked into the place, Ackerman was ending a chat with iFixit, a tech restore publication which has its personal area for podcasts inside the shop. That was surprising, as I’ve by no means seen a retailer embrace social media in such a approach.
Close by was the Information Bar, the place you will get all of your tech questions answered — very like the Genius Bars in Apple Shops. And there have been restore tables out within the open.
There are a variety of issues for tech fanatics can like about Micro Middle. First, it’s not as sprawling as Fry’s, which had zany themes like historical Egypt and a bizarre mixture of electronics items in addition to family home equipment, cosmetics, magazines and tons of snack meals. (The Egyptian-themed Campbell, California Fry’s retailer that I drove by typically was 156,000 sq. toes, and now it’s dwelling to a pickleball court docket complicated). Fry’s was a retailer that stereotyped nerds and Silicon Valley, which additionally had its personal HBO tv present that carried on the stereotypes.
The Micro Middle retailer, against this, is smaller at 40,000 sq. toes and stocked with many extra sensible nerd gadgets. For the grand opening, this retailer had the very sensible product of greater than 4,000 graphics processing models (GPUs) in inventory from Nvidia (which simply launched its 50 Series GPUs) and AMD, Ackerman informed me. A few of these graphics playing cards value as a lot as $4,000.
“There have been folks ready to get to the GPUs,” Ackerman mentioned.
On show was a gold-plated graphics card that was being auctioned off for charity. It was signed by Jensen Huang, Nvidia CEO.
“I joke that whoever wins the bid ought to get a Jensen leather-based jacket as properly,” mentioned Ackerman.
And this Micro Middle retailer has an excellent location (5201 Stevens Creek Boulevard in Santa Clara) that’s only a six-minute drive from Apple’s worldwide headquarters and (maybe higher but) a one-minute stroll from the Korean Hair Salon.
Micro Middle had a earlier retailer in Silicon Valley, close to Intel’s headquarters in Santa Clara. However that retailer shut in 2012 as a result of the corporate couldn’t negotiate higher phrases with the owner. For its return to the Bay Space, Micro Middle bided its time and got here again at a time when many different retail chains had been failing. It proves that the as soon as proud area — the birthplace of electronics — nonetheless deserves its personal electronics retailer.
Certain, we have now Goal, Greatest Purchase and Walmart promoting a number of electronics gear. However there’s nothing just like the Akihabara electronics district in Japan, which is filled with multi-story electronics shops and gaming arcades.
However this retailer is loaded with as we speak’s fashionable prime gear, like AI PCs, Ubiquity dwelling networking gear, and dyes for multi-colored water-cooling methods. Distributors like Razer and Logitech had their very own sections. Ackerman was happy to point out me the USB-C to USB-A adapter in inventory, amongst many obscure gadgets. And he confirmed me the stock machine that would rotate its inventory of 3D-printing filaments and provide the precise SKU that you simply scanned with a bar code.
“That’s tremendous enjoyable. I name it Mr. Filaments,” Ackerman mentioned of the stock robotic.
There’s a piece for hobbyists who like single-board computing and DIY initiatives. There’s a set of video, audio and digital content material creation instruments for content material creators. All informed, there are greater than 20,000 merchandise and over 100 tech consultants who may help. It even has the numbered cashier areas the place you may take a look at — the identical type of checkout stands that Fry’s had.
Prospects can obtain licensed laptop service for manufacturers like Apple, Dell, and HP, benefiting from same-day diagnostics and repairs, because of over 3,000 elements readily available by way of partnerships with main OEMs. I solely want it had a assist desk for Comcast.
Micro Middle began in 1979 in Columbus, Ohio. It’s a shock there aren’t extra nerd shops, given how ubiquitous tech is around the globe today.
However Ackerman mentioned, “These guys are actually doing it proper, selecting and selecting, discovering the suitable cities, discovering the suitable areas. That’s why Charlotte is nice. Miami is a giant tech hub, particularly for well being tech. And we’re actually 5 minutes away from Apple headquarters and loads of different locations. Folks from HP and Nvidia and different firms are coming in as we speak to hang around.”
“Regardless that this retailer is large, the CEO (Richard Mershad) is de facto into curation, ensuring it’s the right combination of stuff. He’s ensuring it doesn’t go too far afield. So that you’re not going to return in right here and discover, you already know, hair dryers or lawncare gear,” Ackerman mentioned. “You’re going to seek out laptop and residential leisure stuff, and DIY gear. There are elements, identical to in a Radio Shack, that hobbyists care about.”
As for the Micro Middle Information, Ackerman informed me he has round 10 common contributors and 20 extra freelancers writing gadget opinions and different tales about tech gear. It’s a type of refuge for that vanishing breed {of professional} tech journalists. No surprise I used to be so nostalgic visiting Micro Middle.
