MacMall Shutting Last Showroom

Chain fell victim to commercial focus
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Apple-authorized reseller MacMall is preparing to close its last remaining showroom, here.

By Alan Wolf awolf@nbmedia.com

Santa Monica, Calif. – Apple-authorized reseller MacMall is preparing to close its last remaining showroom, here.

The store, one of four locations once operated by the largely online business, is a victim of parent company PCM’s ongoing transformation from computer marketer to IT solutions provider.

PCM, formerly PCMall, began closing MacMall stores last spring, including its two-year-old Chicago showroom. The two other stores were located in Huntington Beach and Torrance, Calif.

MacMall’s Santa Monica store and warehouse were sold to the University of California in August for $20 million and are expected to close next month.

“We expect these strategic changes will significantly simplify our MacMall segment, allowing us to increase our focus on its remaining web and outbound business-to-business components,” PCM chairman, president and CEO Frank Khulusi said in a statement last summer.

As part of the move from the retail to commercial channels, PCM also shut its consumer-oriented eCost and OnSale businesses last summer. It acquired eCost in 2011 for $2.3 billion, and combined it with OnSale, its then newly-formed daily deal subsidiary.

MacMall serves small businesses, creative professional and high-end consumers, predominantly in the Apple and related products market. The stores carried a wide selection of Mac- and PC-based products and premium CE brands including HP, Epson, Adobe, Sony, Belkin, and of course Apple.

The stores also provided Apple-authorized in-house service, free seminars and on-site repairs.

According to TWICE’s Top 100 CE Retailers rankings, MacMall’s sales fell 11.6 percent last year to $202 million, which was transacted primarily through its 20-year-old e-commerce site. 

Publicly-held PCM was founded in 1987 and is based in El Segundo, Calif.

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