Joey Martinez will be picking up where Heroes Comics leaves off as the new owner of Secret Identity Comics in Fresno. Youtube video screengrab

The spirit of Heroes Comics will live on through a new comic store from a loyal customer of the 34-year-old Fresno establishment. 

The news was shared in a YouTube video on Tuesday.

Dave Allread, owner of Heroes Comics, introduced Joey Martinez as the next owner to take over the business in January.

Martinez didn’t like the idea of losing his local comic store, and wanted to continue to share the experience with the Fresno community. His store will have a new location and name — Secret Identity Comics.

A new location wasn’t revealed in the video, but City of Fresno planning records show a completed zone clearance for Secret Identity at 7450 N. Fresno St., in the Northwood Village shopping center off of Alluvial Avenue.

It will be familiar to fans of Fresno’s beloved comic store, Martinez said, including the same colors and fixtures.

“I wanted to make sure that not only I had a place to go, but I wanted to make sure that you had a place to go,” said Martinez in the announcement video. “You have enjoyed a level of consistent service for the past 34 years, and that’s what we aim to continue for you.”

Martinez is a banking and financial services pathway teacher for Clovis West High School, according to his LinkedIn profile. He also offers private lessons for marching percussion specialties. Martinez is listed as an alum of the Blue Devils, Pulse and RCC drum corps on the website that promotes his lessons.

Back in September, Allread, the longtime owner of Heroes Comics, announced the business would be coming to an end. A rent increase for his location near Shaw Avenue and Highway 41 and a desire to spend more with family prompted the decision.

In face of rent increase, Heroes Comics in Fresno to close

The current lease on the building expires at the end of the year. Allread said the landlord intends to raise the building’s rent by 70% over the next several years. Allread, 61, said despite having the ability and desire to continue operating the comic book shop, retirement will allow him to visit his two grandsons who live out of state. 

Martinez said Heroes will forever live on as an Allread thing. With the new rebrand, the store will look and feel the same in a new location. Over the next few weeks,

Martinez said he will work closely with Allread and Heroes Comics over the next few weeks to ensure that customers are familiar with Secret Identity Comics. 

Heroes Comics’ last new comic release Wednesday is Dec. 27, and the new store’s first Wednesday is Jan. 3, 2024. If all goes well, the new store can open at the end of December, Martinez said.

“I want to let you know that the same service and same quality, store quality atmosphere is going to continue on. It will just take it to another level to make sure that you guys are taken care of,” said Allread in the announcement video.