Retailer Mythlogic caters to custom PC market

Conventional wisdom dictates computer retailing doesn't have much of a future outside of Apple and Best Buy stores. The guys behind Mythlogic weren't paying that much heed when they recently opened their store on the north side of downtown Ann Arbor.

The 6-year-old start-up has carved out a niche of creating custom PCs for gamers and small businesses. The five-employee firm started as a partnership between Josh Tacey and Jeff Cline, who ran it primarily through Internet sales and word of mouth. One or two more hires may be imminent. The firm occupies 1,800 square feet of ground-floor retail space at 209 N Main, in an old UPS store across the street from the Washtenaw County Building.

"We wanted to be able to give people a customized computer, but back it up with great service," Tacey says. "Anybody can build a PC."

Mythlogic now builds and works on laptops, desktops, tablets, netbooks, and game consoles. It does this for everyone from PC gaming nerds to video game centers to law firms.

"We're kind of the all-in-one consultation shop," Tacey says. "We fix pretty much anything that will turn on."

Source: Josh Tacey, co-owner of Mythlogic
Writer: Jon Zemke
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