Dpening of discounter's third store

fast-expanding Angels' chain attributes their growth to local newspaper advertising, which, "used correctly, rings the cash register for us." he says.

The newspaper ads, full page as well as special tabloid sections, stressed three main points: price (both every day and opening day specials) variety of merchandise and the fact that o'we control our own mills, import divbion, wholesale and retail outIets our direct buying eliminates the middlemen and their profits."

Like the other stores, t}is one is patterned after the grocery store concept. Practically total self-service, each piece price-markeil, shopping carts and checkout stands up front. For the easily confused, an information stand is located at a central point and gold jacketed sales people are easily available.

The opening day bargains were really pretty spectacular. Waltham watches with 17 jewel movement went for 25{; nine piece Teflon cookware set, 20f; genuine Eversharp ballpoint pen, lf; six-piece steak knife sets, 5l; and three-piece carving sets, I0d.

Story dt q Glonce

Gimmicks and giveaways prove a great success as mass merchandiser opens in 90 plus heatwave. Yard is close to well-known general merchandise chain stores.

To be eligible for one of the above, you had to be one of the first 500 in the store, hence that half-mile long line. Once in, each customer got a coupon with a number corresponding to the number of one of the above leaders. Result: a lot of publicity, people and 500 hardy, but happy types who got unheard of prices. The cost of the giveaway was about $4,000-$5,000.

Probably the biggest order came from a man who had somehow heard of the opening and had driven about 200 miles. His bill was more than g1,0OO and it took seven carts to haul it all out to his truck.

Like all the Angels' stores, the new one on Orange Show Road sells both the public and the contractor at the same pricg a fact that appears prominently in rnany of their ads. The contractors buy from their wholesale division.

[,es Morris has moved over from managing the successful Pomona store to take over as head Angel at the new one. A native of Denver, Colo., Les said tle new store cost $l million. would do $5 million its first year and that the chain's total should be $I0 million.