C. Scott Brown / Android Authority
On the subject of shopping for the latest and greatest smartphones, tablets, computer systems, TVs, and extra, People have a fairly restricted set of choices for procuring in a bodily retail retailer. Over the previous 15 years, the variety of shops targeted completely on electronics has dwindled. Even Finest Purchase, the biggest bodily electronics retailer within the US, is struggling.
One retailer, although, is bucking the development by not solely surviving, however thriving. That retailer is Micro Middle, a small-ish firm that caters to hardcore tech geeks somewhat than the final tech client.
Once I lived in New Haven, Connecticut (the place I spent most of my life), my nearest Micro Middle was in Brooklyn, New York, which was fairly the hike. Nonetheless, it was all the time a worthwhile journey, for causes I’ll clarify in a bit. Once I moved to California’s North Bay space in 2022, although, I used to be dismayed to search out just one Micro Middle in your entire state: the placement in Tustin, greater than eight hours away.
Fortunately, the twenty-ninth Micro Middle location simply opened in Santa Clara, CA, a way more cheap 90-minute drive from my home. On invitation from the corporate, I attended an early entry opening of the shop — and it was superb.
What’s Micro Middle?
C. Scott Brown / Android Authority
If you happen to’re a really outdated American, like me, you in all probability bear in mind visiting a Radio Shack. In its heyday, it was one of many few locations to get all method of electronics and tech equipment, together with hard-to-find objects like unusual batteries, distinctive adapters, and even soldering tools. You in all probability additionally bear in mind, although, that Radio Shack shops have been cramped, disorganized, and staffed by unsupportive staff. Radio Shack went bankrupt in 2015.
A long time earlier than Radio Shack folded, just a few guys who labored for the corporate noticed its issues early and knew they might repair them. They left their Radio Shack jobs and began Micro Middle, decided to create a welcoming area catered on to tech-savvy shoppers. Immediately, in 2025, Micro Middle is among the most revered and lauded privately owned retailers within the US.
Micro Middle was began by former Radio Shack staff decided to make a retailer by tech nerds and for tech nerds.
The key sauce for Micro Middle is made up of two pillars. The primary, and most integral, is educated employees. If you happen to’re a frequent reader of websites like Android Authority and have ever visited a Finest Purchase, you probably have skilled that firm’s largest drawback, which is that you just, the shopper, know extra in regards to the tech than the workers. That’s not more likely to be the case at Micro Middle. Similar to you and me, the folks on employees in all its shops know their stuff. If you happen to’ve by no means skilled it, I can guarantee you that it’s fairly the fun to ask a tech query throughout a purchase order and have somebody who truly is aware of what they’re speaking about reply.
The second pillar of Micro Middle’s success is that it understands and respects its prospects. Quite than making an attempt to enchantment on to the final tech client, Micro Middle prioritizes being unabashedly nerdy. Sure, the final tech client — individuals who don’t dwell and breathe tech however nonetheless want to purchase a cellphone, laptop computer, TV, and many others. — are greater than welcome in Micro Middle shops. However people who find themselves enthusiastic about tech are what Micro Middle focuses on, and all the things it does — retailer layouts, product classes, service choices, and many others. — all the time retains that client class in thoughts.
In different phrases, it’s a retailer created by tech nerds for tech nerds.
It’s like a retailer made particularly for me
C. Scott Brown / Android Authority
Since I work at Android Authority, you recognize I really like smartphones, tablets, smartwatches, and all the opposite issues we repeatedly cowl right here. Nonetheless, I’m into tech-related stuff that we hardly ever speak about. I constructed my very own gaming PC, for instance (4090 gang, signify). I even have a Plex server, am very into smart home tech, and dabble in flying drones. I’m additionally a content material creator, so I’ve a rising assortment of instruments for that, together with cameras, lights, microphones, and extra.
Micro Middle carries merchandise associated to all of those classes — and far, rather more. Along with all the things I’ve already talked about, Micro Middle additionally has TVs, laptop screens, laptops, 3D printers (and filament for these printers), restore instruments, board video games, mechanical keyboards — the checklist goes on and on. It’s a paradise for anybody passionate a couple of tech-related passion.
Concerning frequent tech classes, Micro Middle has a definite benefit in that it often has a broader choice than most different shops. Simply take a look at the laptop computer part of the Santa Clara retailer above. That’s far more choice than you’ll see in any Finest Purchase, Costco, Goal, and many others.
For the much less frequent classes, Micro Middle is probably going one of many only a few bodily retail shops to hold them. For instance, within the US, it’s not straightforward to purchase a Raspberry Pi with out doing so on-line. Nonetheless, Micro Middle has them, together with tons of add-ons, kits, and STEM-related instruments to make use of with one. Likewise, in case your laptop computer battery dies and also you want an instantaneous substitute, you’ll in all probability must order on-line and anticipate it to be shipped. At Micro Middle, although, there’s a complete wall of batteries you’ll be able to run in and seize and be again up and working very quickly. Want the right instruments to do this restore? Micro Middle has them, too. Don’t need to do the restore your self? The service heart is the very first thing you see if you stroll into the shop, and it has an open-air design, so you’ll be able to see the technicians doing their jobs.
All of this makes Micro Middle handy, however what actually makes it a joyous expertise is the physicality of all of it.
I really like with the ability to contact tech earlier than I purchase it
C. Scott Brown / Android Authority
Once I was doing my most up-to-date gaming PC construct, I knew I needed a brand new case. I’ve restricted area in my small home, although, so it wanted to suit inside exact dimensions. In fact, I additionally needed it to look cool and supply the required options. Throughout this course of, I did all this analysis — and the ultimate buy — on-line, and the primary time I truly noticed the case in individual was when it arrived at my dwelling. This works, however is actually removed from supreme.
At Micro Middle, although, I might have seen and touched the case earlier than buying it. What’s extra, I might have in contrast the case to my present one to see the distinction in measurement whereas additionally evaluating it to instances from different manufacturers. Given that only a few bodily retailers promote PC instances, Micro Middle is among the solely locations I might have gone to expertise this.
Micro Middle is aware of the worth of with the ability to see and contact one thing earlier than shopping for it.
That’s only one instance, however there are actually dozens extra. The place else are you able to go to clack on a dozen totally different keyboards from a number of producers to determine which one feels and sounds the most effective? The place else are you able to decide from over a thousand filament colours to get the exact look you need on your subsequent 3D printing venture? The place else are you able to examine 50 laptops to at least one one other, contact twenty desk microphones, maintain dozens of Android telephones, and even sit in a racing sim rig to see what that appears like? You are able to do all of this and extra at Micro Middle.
In the end, the one actual drawback I’ve with Micro Middle is that it’s not in all places. The corporate has opened three shops up to now 12 months, which is loads, however it nonetheless looks as if a tiny portion of People have one inside a two-hour drive. In any case, the corporate has been round for practically 50 years, and that is solely its twenty-ninth retailer!
I can solely hope that this new Santa Clara location bolsters the corporate’s success, and it continues increasing to extra areas. For myself, although, I’m already dreaming about my subsequent tech buy taking place in individual whereas I chat with a fellow tech geek about it. I’ve missed these days.
