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Adam Ingrao Appointed as Chief Executive Officer to Microcel

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Microcel, a leader in the distribution of global technology brands across Canada, announced today it has appointed Adam Ingrao to the role of president and CEO. Ingrao assumed the day-to-day leadership of Microcel effective March 30, 2020. Rick Henry, Microcels founder, president and CEO, is retiring at the end of March. Ingrao brings to Microcel proven expertise in driving growth and expansion across new channels of business from his numerous leadership roles at Reebok, Ralph Lauren and the NFL. Most recently, Ingrao held the position of senior vice president of sales and strategy for Dorel Sports, a division of Dorel Industries, Inc, owners of a portfolio of global bicycle brands, including Cannondale, GT and Schwinn.

In November 2018, Atar Capital acquired Microcel with plans to expand on its best-in-class brand management and distribution capabilities. Ingrao was selected to lead this growth objective due to his impressive experience that includes more than 20 years of sales, marketing and brand management with noted global brands and his strong ability to navigate Canadas diverse business culture.

During his 10-year tenure at Dorel, Ingrao established key strategic partnerships with large-scale omni-channel retailers and developed robust consumer and direct-to-consumer experiences in brand and retailer e-commerce environments. In addition to leading these critical commercial initiatives, Ingrao also guided strategic planning and corporate development for Dorel Sports, which included long-term vision and growth strategy for the global organization.

I am thrilled to be joining the Microcel team and enthusiastic for the companys future, said Ingrao. I look forward to combining my experience in developing new routes to market and omni-channel brand management with Microcels innovative approach to serving the Canadian marketplace. It will be exciting to grow Microcels reputation as the go-to distributor of leading global technology brands, both online and through the companys already well-established traditional retail channels.

Henry will continue to support the business on a senior advisory basis for a period after his retirement. Henry founded Microcel 31 years ago and, under his leadership, Microcel has grown to be one of Canadas largest brand managers and distributors of consumer technology products.

It has been a tremendous honor to serve as president and CEO of Microcel since founding the company, said Henry. I am incredibly proud of everything our team has accomplished and confident that Adam is the perfect leader to move the business forward. We all welcome Adam to the Microcel family.

Atar Capital, a private investment firm based in Los Angeles, is the controlling shareholder of Microcel. Commenting on the management change, Cyrus Nikou, founder and managing partner of Atar Capital, said, I know that I speak for everyone at Microcel in thanking Rick for his leadership and dedication that made Microcel the company it is today. We are confident that Adam brings to Microcel the expertise and demonstrated track record that will ensure continuity to the business and build on its momentum. We look forward to supporting him in this new role.

About Atar Capital

Atar Capital is a global private investment firm that benefits from more than 60 years of combined operationally focused investment experience from its principals, having completed over 60 private equity transactions across North America, Europe and South America. Atar Capital invests in both performing and underperforming lower middle market businesses that exhibit opportunities for growth, revitalization and value creation.

Atar Capitals 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 with initiatives ranging from growing the business to improving operations and financial performance, leveraging all available resources and talent within Atars 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 Canadas preeminent consumer electronics distributors, providing access to the Canadian retail market to prominent global OEM vendors such as GoalZero, Tile, Belkin, Fitbit and Logitech. Microcel covers a wide variety of product types, from wearables, portable audio, photography, computer and telephony accessories, to smart home and outdoor tech solutions. Based in Newmarket, Ontario, Microcel leverages its superior product marketing and logistics support distributing to a network of over 5,000 points of purchase for some of Canadas largest big box retailers, electronic stores, DIY, e-commerce, specialty outdoor and sports stores that include Walmart, the Source, Best Buy, Amazon and Home Depot, among many others.

Media Contact:

Patricia Kilgore

Sterling Kilgore, Inc.

630-964-8500 ext. 223

[email protected]

Atar Capital Contact:

T.J. McCaffrey

Atar Capital

310-870-0808

[email protected]