Edwan Dablan's second Deals4Less store is located at 48 E. Spruce Ave., near Costco and Home Depot off Herndon Avenue near Highway 41. Deals4Less Instagram photo

Deals4Less, which opened its doors to discount shoppers in Downtown Fresno at the end of 2022, is expanding with a second liquidation store in a prime location near Costco.

President and CEO Edwan Dablan, a Selma native and former construction worker who built the business from the ground up with his wife, kids and childhood friends, is planning a grand opening event on Saturday, April 25, at 48 E. Spruce Ave., near the shopping center anchored by Home Depot and Costco off Herndon Avenue near Highway 41. Store hours are 10 a.m. – 7 p.m. daily, and guests Saturday will receive a free gift.

Dablan expects about 500 people to show up at the grand opening, inside an 8,732 square foot building that used to house a furniture store. He had been scouting the location for a couple of years before purchasing the building.

“We are growing every year,” Dablan said. “Deals4Less put us in this second location.”

 

It’s a long way from where the business started. Dablan originally hoped to open a wholesale liquidation furniture store, but said he was blocked out of the market by established players. He pivoted to ordering wholesale and selling at flea markets, building a following through word of mouth before converting his Van Ness Avenue warehouse into a storefront.

Dablan has noticed the explosion of liquidation stores in the Fresno area since he opened his warehouse at 1950 S. Van Ness Ave. to discount shoppers in December 2022. He also noted some have closed. He said his store is different for the quality of inventory, which leans heavily into home goods from retailers including Costco, Target, Walmart and Sam’s Club. Dablan said they have the most competitively priced furniture in the state as an Ashley Furniture dealer.

“I know most of my customers by first name,” he said. “It’s customer service all the way.”

Speaking on Friday afternoon before the grand opening, Dablan said they have already had some large purchases. He added that Deals4Less has been offering financing options for about a year now. He’s excited for the community to see the second Deals4Less location.

“I can’t wait to see what happens,” he said.