Soft Warehouse opens 17th unit - San Bruno, California

Discount Store News, March 4, 1991

Soft Warehouse Opens 17th Unit

DALLAS -- Soft Warehouse planned to open its 17th store and second San Francisco location March 2. The store, in San Bruno, Calif., will total 24, 169 square feet, and employ 55. "By adding a second superstore in the San Francisco market, our customers will have greater convenience and more available means necessary to keep their home or office equipped with the latest technology," said president and ceo Nathan Morton.

Morton also announced that San Bruno was only one of "several scheduled openings coast-to-coast in a national expansion plan that includes most major metropolitan markets."

Soft Warehouse sells advanced computer hardware, software and peripherals at deep discounts of up to 80% in a bare-bones warehouse environment. The company said its sales last year exceeded $300 million. "The key to our success is stocking our stores with a complete product selection at the most competitive prices, while providing our customers with high quality service," Morton said. The firm provides trained sales help, a 24-hour, on-site maintenance plan and a 900 technical help line number for shoppers. Each store also is capable of full configuration of custom installations, all repairs, maintenance and technical support.