Company's 401(k) Plan.
01 August 2010
Michael Tatro is Vice President and General Sales Manager for Sierra Select Distributors, Inc., the western region's premier distributor of sophisticated home appliances, home electronics, outdoor appliances, mobile entertainment equipment and floor-care products. Founded in 1982 by Mike and his father Russ, the company began by distributing one brand of microwave oven and one brand of audio tape to regional retailers. Today, the company sells over 200 brands to 3,000 retailers in four states ranging from small, independent stores to large chains like Best Buy.
Mike grew up in Sacramento, attended Christian Brothers High School and then local community colleges before pursuing a career in management at Raley's. After 8 years working for the grocery store chain, Mike's father Russ recruited him to work at NorCal Electronics. Russ had been in the wholesale distribution business since 1953 and was one of the original distributors of the Sony brand starting with Sony's transistor radio. After working for NorCal Electronics for 5 years, Mike and his father left the company and started Sierra Select Distributors. Russ retired in 1994 and today the company is run by his three sons, Mike, Patrick and John.
Sierra Select is headquartered in North Highlands and operates multiple warehouses throughout Northern California to best serve its dealers. The company also operates an award-winning showroom in downtown San Francisco, offering dealers, architects, designers, and consumers the opportunity to directly experience all of the appliance products through live gourmet cooking demonstrations, on-site product training, and interactive displays. Sierra Select currently employs 65 employees to serve retailers in California, Arizona, Nevada and Hawaii.
Despite the poor economic climate, Sierra Select is thriving. In fact, the company's Outdoor Living division has seen tremendous growth over the last two years. Mike attributes this grow to people investing in quality appliances, electronics and fixtures for their homes since they are spending less time traveling and more time at home.
Mike is excited about the advancement in technology he is seeing with the products the company sells, specifically around consumer appliances and electronics. More and more brands are investing in technologies that incorporate energy and water efficiencies into their design. These advancements help to preserve the environment and save consumers money.
Mike and his wife Katherine currently reside in Sacramento and have three adult children, Lesley, Hope and Denis, and two grandchildren, Peter and Emilia. Mike’s favorite part of his job is traveling throughout the region meeting with the various retailers. His wife Katherine often accompanies him and the couple extends their trips through the weekend to enjoy some leisure time usually involving golf.
To learn more about Sierra Select Distributors, Inc. visit their website at www.sierraselect.com or stop by their Miele Gallery Tuesday through Saturday from 10:00 a.m. to 5:00 located at 680 8th Street, Suite 169C in San Francisco.