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    Famima!! Celebrates Opening of 13th Store

    Gradual expansion will continue with the chain's store count nearing 20 by year's end.

    LOS ANGELES -- Famima!! is opening its 13th store next week and celebrating with a four-day grand opening, featuring merchandise giveaways, photo-ops for customers, a free lunch raffle for office buildings, deli and vendor sampling and much more.

    The grand opening at 700 Wilshire Blvd. in downtown Los Angeles will take place March 3-6. This will be Famima!!'s fifth store in the area as the chain gradually expands to provide more convenient spots catering to both business professionals and visitors.

    Additional stores set to open are in the Roosevelt Building and Union Station in Los Angeles. Areas in Pasadena, Calif. and West L.A. will also round out a total store count of roughly 20 stores by the end of 2009, the Torrance, Calif.-based company reported.

    As part of a new strategy outlined last year, Famima!! planned to move stores with daily sales under $4,000 to the outer suburbs and open additional outlets in middle-class neighborhoods. As of now, the chain has four "roadside" stores, which it describes as neighborhood stores with parking vs. its "downtown" stores with no parking.

    However, the c-store retailer recently decided to forego building any more roadside stores because the Famima!! brand is not resonating in those areas as hoped. Going forward, all new stores will be built in downtown areas where walk-up traffic is high, Famima!! vice president Pervez Pir told CSNews Online.

    "Just driving by, you have to know the Famima!! name to be compelled to stop as opposed to one of our walk-up downtown locations," he said. "Research has shown again and again it’s most effective when you build really strongly in a pocket. We feel we can strengthen our brand if we stay downtown and build awareness with the people who work there, so when they go home and see a Famima!!, they’ll know the name and stop."

    Famima!! breaks the mold of traditional convenience stores by carrying such items as A-1 steak sauce and Papyrus gift bags, tissue paper and cards for that last-minute present. Fresh foods include gourmet desserts, sushi plates, pasta and green salads, deli sandwiches, Paninis and veggie/fruit bowls, which are replenished daily in each store.

    The company said it strives to provide the best assortment of high-end, specialty and conventional items, while staying consumer friendly with reasonable prices that many consumers might not realize due to the brand’s prestigious appearance.

    Famima!! started this year off strong with invitations for engaging during the recent Grammy and Oscars festivities, upcoming charity events and more, while circulating quickly as a favorite among the celebrity and trendy population.

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