Micro Center returns to Bay Area with DIY tech wonderland
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The "Build Your Own" desk at Micro Center's new Santa Clara location. Photo: Shawna Chen/Axios
Tech nerds, the time has come. DIY heaven is back.
The latest: Micro Center, an electronics chain known for its massive inventory, niche products and hands-on customer service, officially opened its new Santa Clara store Friday, 12 years after it closed its last Bay Area location due to a failed lease agreement.
- The soft opening alone drew hundreds of people earlier this week, with lines wrapping around the building even under a scorching sun.
Between the lines: The Bay Area has a high bar for technology. That means people here aren't just users — they like to tinker and create, Micro Center editor-in-chief Dan Ackerman said.
- The retailer designed the store with that technological innovation and craftsmanship culture in mind, he noted.
Zoom in: With more than 20,000 items in stock, the store offers a hands-on experience with rows of displays featuring customizable and cutting-edge PC builds, 3D printers, CPUs, GPUs, laptops, gaming accessories, water cooling systems and more.
- There are also a variety of components, like USB-C to USB-A cables, air dusters and laser cut kits, for more everyday tasks.
Our thought bubble: Micro Center is a very tactile experience. It's hard not to be in awe of the sheer breadth of the store's offerings.
What to expect: Immediately upon entering the store, you'll encounter an open-floor service area where you can sit and watch the experts work or make a repair request. In the front is a desk Micro Center plans to use to showcase tech creators like iFixit in person.
- Walk further in and you find a giant vending machine of sorts that retrieves 3D printing filament based on your color of choice. Off to another side are shelves of keyboards on display for customers to try, as well as key caps for a customized typing experience.
- It's also hard to miss the long queue for the "Build Your Own" desk manned by tech specialists.
What they're saying: "People want to be able to get hands on things," Ackerman told Axios during a recent tour. "They want a lot of selection, and more importantly, they want the expertise."
- "And it's a community feeling ... You're kind of with your people here, you know, having a good time just strolling around," he added. "People say, 'Oh, I came in here for this, and I walk out with so much more,' and that's the fun of discovery."
What we're watching: The store is planning to introduce computer hardware that has the capability to support local AI applications giving customers the ability to circumvent centralized cloud servers.
The big picture: When Micro Center announced its expansion last year, the Bay Area's tech community rejoiced, flooding Reddit and gaming forums with their excitement about the computer store's return.
- The new store fills a void left by Fry's, which shuttered all of its locations nationwide in 2021.